Prepare to explore the iPhone 18 Pro, the latest Apple Watch models, and AirPods 5. Pre-orders for the iPhone 18 Pro and iPhone 18 Pro Max will start on Saturday, September 12, at 5 a.m. PT, accessible via apple.com and the Apple Store app.
The iPhone 18 Pro and iPhone 18 Pro Max offer significant enhancements in camera functionality, performance, battery efficiency, and smart technology. They feature a new 48MP Fusion Main camera with variable aperture, providing unprecedented creative control. Enhanced Pro controls allow users to easily adjust their Camera app settings. Powered by the A20 Pro and featuring a next-gen vapor chamber, these devices offer sustained high performance, while revised battery designs enhance battery life. Running on iOS 27, which includes the latest Apple Intelligence and Siri AI, the iPhone 18 Pro models serve as a personal hub focusing on privacy and security.
Apple provides personalized support to help customers choose the right devices and learn about AppleCare+ protection. Options for savings and financing, as well as carrier offers, are also available. Customers can enjoy convenient home delivery or schedule in-store pickup.
Available for pre-order now, the Apple Watch Series 12, Apple Watch Ultra 4, AirPods 5, Mac mini, and Mac Studio will be in stores and online globally starting Friday, September 18. The Mac mini and Mac Studio will be available in stores beginning Tuesday, September 22.
Customers can upgrade their devices easily with financing options and trade-in values. The iPhone retains its value longer than many smartphones, offering substantial credit through Apple Trade In when trading an iPhone 13 or higher.
The iPhone 18 Pro and Pro Max introduce Apple’s most advanced camera yet, providing significant improvements in battery life and performance. The 48MP Fusion Main camera automatically adjusts for depth of field and lighting, and new Photographic Styles offer texture and grain controls for creativity. Cinematic effects can be added to videos shot at up to 60 fps. The improved battery design and the next-gen vapor chamber enhance performance and battery life. Both models feature the new iOS 27, which improves responsiveness, reliability, and ease of use. Available colors include black, silver, glacier, and burgundy.
The Apple Watch Series 12 and Ultra 4 incorporate the new Health Sensing System and S11 chip, offering accurate heart rate monitoring and advanced fitness features. The Series 12 provides up to 24 hours of battery life, while the Ultra 4 offers up to 45 hours of outdoor tracking and up to 50 hours for regular use. The watches will support Siri AI with watchOS 27 and upcoming Audio Intelligence features.
AirPods 5 bring advanced Active Noise Cancellation in an open-ear design, offering superior sound quality. With a new multiport acoustic setup and Adaptive EQ, they provide a more immersive audio experience. The AirPods 5 also have improved noise cancellation, an upgraded Transparency mode, and longer battery life.
The new Mac mini with M6 and M5 Pro chips boosts performance significantly, designed for both desktop and continuous computing tasks. The Mac Studio, featuring M5 Max and M5 Ultra chips, offers enhanced AI performance and faster graphics for demanding professional work.
Those eager to secure an iPhone 18 Pro or Pro Max can prepare by arranging financing or trade-ins and saving their selections before the pre-order rush. Apple provides guidance on trade-in offers and data transfer, as well as Today at Apple sessions to explore new device capabilities.
New accessories like Silicone Cases, TechWoven Cases, and FineWoven Wallets complement the iPhone’s finishes. The updated Clear Case now attaches to a Crossbody or Wrist Strap for hands-free carrying.
New and returning qualified subscribers who purchase an iPhone 18 Pro or Pro Max can enjoy three free months of Apple One, which bundles up to six Apple services into one convenient plan.