Get ready to experience iPhone 18 Pro, the new Apple Watch lineup, and AirPods 5

Summarized Analysis:
September 11, 2026
UPDATE
Get ready to experience iPhone 18 Pro, the next generation of Apple Watch, and AirPods 5
Pre-orders for iPhone 18 Pro and iPhone 18 Pro Max begin Saturday, September 12
It’s almost iPhone Pro time. Starting Saturday, September 12, at 5 a.m. PT, customers can pre-order iPhone 18 Pro and iPhone 18 Pro Max on apple.com and in the Apple Store app.
iPhone 18 Pro and iPhone 18 Pro Max deliver massive advancements across camera, performance, battery, and intelligence. The new 48MP Fusion Main camera with variable aperture unlocks creative control that wasn’t possible before, and new Pro controls let users customize their experience in the Camera app for even easier access to their most used settings. Both models are powered by A20 Pro and feature a next-generation vapor chamber for the highest sustained performance yet, while updated battery designs leverage powerful silicon efficiencies to deliver incredible battery life. Featuring iOS 27 with the next generation of Apple Intelligence and Siri AI, an entirely new version of Siri, iPhone 18 Pro models bring powerful AI capabilities together with personal context to become an intelligent personal hub with privacy and security at its core.1
Whether shopping in stores or online, customers can connect with Apple Specialists for personalized support to help choose the right device for them and learn how to protect their products with AppleCare+ or AppleCare One, as well as for assistance with ways to save and pay, including leasing, financing options, and carrier deals. Customers can then take advantage of convenient home delivery or arrange for pickup at their local Apple Store at a time most suitable for them.
Apple Watch Series 12, Apple Watch Ultra 4, AirPods 5, Mac mini, and Mac Studio are all available to pre-order now on apple.com and in the Apple Store app. Along with iPhone 18 Pro and iPhone 18 Pro Max, Apple Watch and AirPods 5 will be available in stores and online worldwide beginning Friday, September 18. Mac mini and Mac Studio will be available in stores on Tuesday, September 22.
Save Directly with Apple
With more ways to pay, upgrading Apple devices has never been easier. Customers can take advantage of leasing, financing, and exceptional carrier deals — and because iPhone holds its value longer than other smartphones, they get even more value back with Apple Trade In.2
Apple Trade InApple Trade In is one of the smartest ways for customers to save on the latest iPhone models. When trading in an iPhone 13 or higher, customers can get $175 to $885 in credit instantly. Even better, they can apply this credit to lower their monthly payments when choosing Apple Upgrade, Apple Card Monthly Installments,3 or one of the great carrier deals.
Apple UpgradeApple Upgrade, provided by Klarna, makes it even easier for customers to get the Apple products they love with a lease term that is right for them.‡ Apple Upgrade offers 12- and 24-month leasing options for iPhone and Apple Watch, with prices starting as low as $34.99 (excluding taxes and any trade-in credit) per month for a 24-month lease for iPhone and $11.99 (excluding taxes and any trade-in credit) per month for a 24-month lease for Apple Watch.^ Apple Upgrade also offers 24- and 36-month leasing options for Mac Studio, with lease prices starting as low as $48.99 (excluding taxes and any trade-in credit) per month for a 36-month lease.^ At the end of their lease term, eligible customers can upgrade their device to the latest generation, purchase it with a one-time payment, or simply return it and exit the program.
Carrier Deals Directly with AppleApple partners with the major wireless carriers to offer incredible deals. This fall, customers can get up to $1,200 in credit with select carriers when they trade in iPhone 14 or newer in any condition to put toward iPhone 18 Pro or iPhone 18 Pro Max.4 Customers can explore available carrier offers and activate their new phone with AT&T, T-Mobile, and Verizon — all directly at Apple.
Apple Card Monthly InstallmentsCustomers in the U.S. can choose Apple Card Monthly Installments (ACMI) to pay for their new devices over time at 0 percent APR when they choose to check out with ACMI at Apple, earning 3 percent Daily Cash back all up front. Customers can apply in as little as a minute and start using it instantly.3 Managing payments is just as effortless, as installments are automatically combined into one easy-to-track balance directly in the Wallet app.
Explore the Lineup
iPhone 18 Pro and iPhone 18 Pro Max feature the most advanced camera Apple has ever made, with huge leaps in battery life and performance. The new 48MP Fusion Main camera with variable aperture automatically adjusts for depth of field and lighting, while upgraded Photographic Styles introduce new texture and grain controls, giving users more creative freedom over their photos.5 Pro controls let users customize their Camera app experience, and Cinematic effects can be applied after capture to videos shot at up to 60 fps. Updated battery designs leverage powerful silicon efficiencies to deliver incredible battery life, with iPhone 18 Pro Max offering the largest increase in battery life ever on iPhone, and a next-generation vapor chamber unlocks maximum performance from A20 Pro — a powerhouse for on-device AI workloads. iPhone 18 Pro and iPhone 18 Pro Max feature the next generation of Apple Intelligence and Siri AI, a profoundly more personal, capable, and conversational assistant rolling out in beta with iOS 27, with personal context understanding, broad world knowledge, and onscreen awareness to help users find what they need in the moment and get things done throughout the day.6 iOS 27 also brings an expansive set of improvements that make iPhone more responsive, reliable, and easy to use. Both models will be available in black, silver, glacier, and an all-new burgundy.
Apple Watch Series 12 and Apple Watch Ultra 4 are engineered with the new Health Sensing System and the all-new S11 chip to deliver the most accurate heart rate sensing in a wearable,7 higher-frequency heart rate and heart rate variability (HRV) measurements, and advanced health and fitness features, including a new readiness score offering users insight into their capacity to take on the day ahead. Apple Watch Series 12 offers up to 24 hours of everyday battery life, and with faster charging, just 15 minutes now gets up to 12 additional hours. Apple Watch Ultra 4 is the ultimate sports and adventure watch, and now offers up to 45 hours of outdoor workout tracking — and over two days (up to 50 hours) of battery life for everyday use. Siri AI comes to Apple Watch Series 12 and Apple Watch Ultra 4 with watchOS 27, and new Audio Intelligence features arrive later this year to help users remember key moments from their conversations and stay alert to important sounds, built with privacy, security, and accessibility innovations at their core.1 Apple Watch Series 12 is available in dark bronze, black, light gold, and space gray aluminum options, in addition to radiant gold titanium and natural titanium, and a stunning new ceramic version in pearl white and night blue.
AirPods 5 deliver the industry’s best Active Noise Cancellation (ANC) in an open-ear design and even better sound quality, at an outstanding value.8 AirPods 5 feature an all-new multiport acoustic architecture and next-generation Adaptive EQ for even more immersive sound. Their breakthrough open-ear ANC removes up to 50 percent more external noise compared to AirPods 4 with Active Noise Cancellation, alongside a more natural Transparency mode. AirPods 5 with Wireless Charging Case feature longer battery life9 and a force sensor with volume swipe — a first for the open-ear form factor — to quickly adjust volume by swiping up or down on the stem. Combined with Siri AI and iPhone, AirPods enable users to draw on their personal context and get answers with broad world knowledge, entirely hands-free. Users can also respond to Siri using head gestures or use Live Translation for help connecting across languages.
The new Mac mini with the all-new M6 and powerful M5 Pro delivers a dramatic boost in performance and even more versatility in its supersmall desktop design. With M6, Mac mini now delivers up to 4x faster AI performance,10 2x faster storage11 and graphics,11 and 40 percent faster CPU performance10 than the previous generation. Mac mini with M5 Pro brings even more pro-level performance to breeze through demanding projects, from video production to game development. And this new level of performance takes on business workflows with ease whether Mac mini is being used as a primary desktop or for always-on, deskside agentic computing.
The new Mac Studio featuring M5 Max and the all-new M5 Ultra delivers a monumental leap in AI performance and even faster graphics for the most demanding pro workflows, all in its signature compact design that lives right on a user’s desk. Now featuring up to 4.3x faster AI performance,12 up to 2x faster storage,13 up to 1.8x faster graphics,12 and up to 1.3x faster CPU speed,12 along with higher memory bandwidth, Mac Studio empowers creatives, developers, AI researchers, data scientists, and more to push the boundaries of what they can do. It also features up to 512GB of unified memory,14 up to 1.2TB/s of unified memory bandwidth, and extensive connectivity, including Thunderbolt 5. Mac mini and Mac Studio also feature Wi-Fi 7 and Bluetooth 6. Combined with the power of macOS 27 and the next generation of Apple Intelligence, including Siri AI, both desktops are tremendous upgrades.
Get Ready to Upgrade with Apple
The quickest way to secure iPhone 18 Pro and iPhone 18 Pro Max is to prepare today. Customers have until 9 a.m. PT on Friday, September 11, to bypass the morning rush by selecting their model, pairing accessories, securing leasing or financing pre-approval, and setting up their trade-in. By saving their shopping bag, they’ll be one click away when pre-orders begin on Saturday, September 12, at 5 a.m. PT.
Customers get the very best of Apple when shopping directly online or in-store. Knowledgeable Specialists can provide personalized guidance from start to finish on everything from discovering the latest trade-in offers and ways to save, to safely and securely transferring data with Personal Setup. Customers can also discover how to go further with their new devices through free Today at Apple sessions. With updated offerings like “Say Hello to iPhone 18 Pro” and “Tips: What’s New on iOS 27,” these hands-on classes are the perfect way to explore the capabilities of the latest products.
Add a Personal Touch
iPhone 18 Pro and iPhone 18 Pro Max introduce a range of new Silicone Cases, TechWoven Cases, Crossbody Straps, and FineWoven Wallets — all designed to complement the four beautiful finishes. The Clear Case features an updated design and can now attach to the Crossbody Strap or the new Wrist Strap, which offers a convenient, hands-free way to carry iPhone, AirPods Pro 2, or AirPods Pro 3. Woven with 100 percent recycled polyester yarns and embedded with flexible magnets that keep it neatly fitted together, the Wrist Strap will be available in six colors: black, taupe, olive, crisp blue, magenta, and burgundy.
Protect Every Product
The AppleCare lineup is expanding in the U.S. with the introduction of AppleCare One Family — one simple plan to cover every eligible Apple product across a user’s Family Sharing group. Beginning September 14, new purchases, upgrades, and devices a family already owns are covered automatically15 at no additional cost — with theft and loss protection for iPhone, Apple Watch, and iPad; unlimited repairs for accidents; and 24/7 priority support. At launch, customers can choose between AppleCare One Individual or Family to cover multiple products, or AppleCare+ to cover a single product. Learn more at apple.com/applecare, or in Settings on iPhone, iPad, and Mac.
Try Apple One
New and qualified returning subscribers who purchase iPhone 18 Pro and iPhone 18 Pro Max can unlock three months of Apple One for free. Apple One bundles up to six Apple services — including Apple TV, Apple Music, up to 2TB of iCloud+ storage, and more — into one convenient plan across multiple Apple devices.16

Apple Intelligence is available with Siri and device language set to Chinese (simplified), Chinese (traditional), Danish, Dutch, English, French, German, Italian, Japanese, Korean, Norwegian, Portuguese, Spanish, Swedish, Turkish, or Vietnamese. Some features may not be available in all regions or languages. Some devices may not be available in all regions. Siri AI is rolling out in beta in iOS 27, macOS, iPadOS 27, and watchOS 27, and requires an Apple Intelligence-enabled device set to a supported language. Available in English to start. Siri AI will not be initially available in the EU on iOS. Certain Apple Intelligence features that rely on server-side models are subject to daily usage limits, including but not limited to Siri AI, intelligent photo editing tools, Image Playground, and AFM 3 Cloud models in Shortcuts. Daily limits may vary by feature, request complexity, system demand, system policies, and other factors. Expanded access to such features will be available for a fee in the future. Use of these features is subject to Apple Intelligence terms and conditions. Learn more at apple.com/apple-intelligence. Siri AI is not available to users under 13.
Trade-in values will vary based on the condition, year, and configuration of the eligible trade-in device. Learn more at apple.com/tradein.
Apple Card Monthly Installments (ACMI) is a 0 percent APR payment option that is only available if users select it at checkout in the U.S. for eligible products purchased at Apple and is subject to credit approval and credit limit. See support.apple.com/en-us/102730 for more information about eligible products. Additional limits and restrictions apply. See the Apple Card Customer Agreement for more information about ACMI. Apple Card is subject to credit approval, available only for qualifying applicants in the United States, and issued by Goldman Sachs Bank USA, Salt Lake City Branch.
AT&T, T-Mobile, and Verizon carrier deals are subject to terms and conditions. Learn more at apple.com/shop/buy-iphone/carrier-offers.
The new texture and grain controls in Photographic Styles will be available on iOS 27 on iPhone 16, iPhone 16 Plus, iPhone 16 Pro, iPhone 16 Pro Max, iPhone 17, iPhone Air, iPhone 17 Pro, iPhone 17 Pro Max, iPhone 18 Pro, iPhone 18 Pro Max, and iPhone Duo.
Siri AI will not be available initially in the EU on iOS, iPadOS, and watchOS. Features that rely on Siri AI will also not be available in the EU on iOS, iPadOS, and watchOS. Apple is working hard to find a path forward that preserves its users’ privacy and security.
Based on data from an Apple-conducted study of heart rate accuracy during July and August 2026, utilizing commercially available bestselling wearables available as of June 2026. For more information, visit apple.com/hraccuracy.
Testing conducted by Apple in July 2026 using AirPods 5 paired with iPhone 17 with prerelease AirPods firmware and iOS 27. Noise reduction was tested in accordance with IEC 60268-24. Comparison made against the bestselling wireless open-ear headphones commercially available at the time of testing. Performance depends on device settings, environment, and many other factors.
Battery life varies by use. See apple.com/batteries for details.
Results are compared to previous-generation Mac mini systems with Apple M4, 10-core CPU, 10-core GPU, 32GB of unified memory, and 2TB SSD.
Testing was conducted by Apple in July 2026. See apple.com/mac-mini for more information.
Testing was conducted by Apple in July 2026. See apple.com/mac-studio for more information.
Results are compared to previous-generation Mac Studio systems with Apple M3 Ultra, 32-core CPU, 80-core GPU, 512GB of unified memory, and 8TB SSD.
Mac Studio with 512GB of unified memory is coming in late October.
Most devices less than four years old and in good working condition are eligible. Apple Vision Pro is limited to six devices per plan. To cover an eligible display, it must be connected to Mac and added in System Settings. For more information, visit apple.com/applecare.
This offer is available in select countries and regions with eligible new iPhone, iPad, or Mac devices beginning September 17. Service availability varies by region. Learn more about Apple One at apple.com/apple-one.

‡ Apple Upgrade is a device leasing program available in the U.S. (excluding U.S. territories). Leases are provided by Klarna: subject to eligibility and credit approval, including final approval at checkout. To be eligible, you must be a U.S. resident, at least 18 years old (or the legal age in your state), have an accepted credit or debit card, and have an Apple Account. Additional eligibility criteria apply. Device must be in good condition upon return; damage fees may apply. For iPhone only: In order to lease an iPhone, you must select an eligible carrier (but you cannot use a prepaid carrier plan). Upgrades require entering into a new lease and are subject to eligibility and credit approval. Apple Upgrade is not available on refurbished devices or online at the following special stores: Apple Employee Purchase Plan; participating corporate Employee Purchase Programs; Apple at Work for small businesses or enterprises; Government, Education, or Veterans and Military Purchase Programs.
^ This offer is for a consumer lease, not a purchase or loan. Lease provided by Klarna Inc. for 12- or 24-month term. Your first monthly payment is due approximately 30 days after device is shipped or available for pickup. Lease approval is subject to eligibility and is based on creditworthiness. Monthly payments are based on the selected device and lease term. For example:
For an iPhone 18 Pro 256GB with a purchase price of $1,199 (U.S.) (excluding taxes and any trade-in credit), the typical monthly payment is $34.99 (excluding taxes and any trade-in credit) for a 24-month lease term and $49.99 (excluding taxes and any trade-in credit) for a 12-month lease term.
For an Apple Watch Series 12 (GPS) 42mm with a purchase price of $399 (U.S.) (excluding taxes and any trade-in credit), the typical monthly payment is $11.99 (U.S.) (excluding taxes and any trade-in credit) for a 24-month lease term and $21.99 (U.S.) (excluding taxes and any trade-in credit) for a 12-month lease term.
For Mac Studio with a purchase price of $2,499 (excluding taxes and any trade-in credit), the typical monthly payment is $48.99 (excluding taxes and any trade-in credit) for a 36-month lease term and $67.99 (excluding taxes and any trade-in credit) for a 24-month lease term.
No security deposit required. A trade-in device may reduce monthly payments. Advertised monthly payment amount may not include a trade-in device’s estimated value. Upgrades are not guaranteed and are subject to eligibility and approval.
For iPhone only: In order to lease an iPhone, you must select an eligible carrier (AT&T, T-Mobile, or Verizon), but you cannot use a prepaid carrier plan. A leased iPhone is always unlocked, so you can switch carriers at any time, subject to your carrier’s terms.
Terminating the Apple Upgrade lease: Closing your lease and returning your device terminates your lease. You may incur substantial fees if you terminate your lease before the end of your initial lease term. You may have the option to upgrade to a new device by entering into a new lease agreement and returning your prior device. If you upgrade, your new monthly payments may be greater than your prior monthly payments. If you do not upgrade, terminate your lease, or purchase your device by the end of the initial lease term, the lease will convert to a month-to-month lease for up to six months. Your monthly payments may increase during the month-to-month periods. If you take no action at the end of your extension period, you will be charged the purchase fee under your lease. You will not own your device at the end of your lease, unless you pay the purchase fee. Insurance is not included in your lease, and you may incur damage fees if the device is lost, stolen, or not returned in the condition required by the lease.
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Apple
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Apple Media Helpline
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