The iPhone 18 Pro starts at $1,199 and the iPhone 18 Pro Max at $1,299, both with 256GB of storage as the base configuration. That is $100 more than the equivalent iPhone 17 Pro and Pro Max, and Bloomberg's Mark Gurman had predicted the $100 figure before the event, against a summer of analyst estimates that pointed at a steeper jump. Both models now offer a 2TB option for the first time, above the previous 1TB ceiling. Apple is also selling them through its upgrade program from $34.99 a month over 24 months, and the last leak before the keynote had the price right.
The restraint reads differently once you put it beside the rest of Apple's year. Mac, iPad and home product prices all went up earlier in 2026, during a global memory shortage that pushed component costs up across the industry, so the iPhone is arriving late to a run of increases rather than starting one. The trade-in numbers are worth doing the arithmetic on before you preorder anything. Apple will take an iPhone 14 or newer and put up to $1,200 against the purchase, which is more than the iPhone 18 Pro costs.