Apple’s new lineup is officially in stores worldwide as of today, September 18. The iPhone 18 Pro and iPhone 18 Pro Max, Apple Watch Series 12, Apple Watch Ultra 4, and AirPods 5 all go on sale just over a week after Apple introduced them on September 9, and early buyers are already reporting long lines in some places.
The iPhone 18 Pro is the main draw here. It comes with the A20 Pro chip, a main camera with variable aperture, and a smaller Dynamic Island. Apple also says 40% faster graphics performance is up to 40% faster this time around. The catch is the price: in the US, the starting price is now $1,199. If battery life matters more, the iPhone 18 Pro Max may be the better pick, with Apple rating it for up to 45 hours of video playback.
On the wearable side, the Apple Watch Series 12 keeps its $399 starting price and adds the S11 chip, along with what Apple says are more frequent heart-rate checks. The Apple Watch Ultra 4 also gets the S11 chip, and Apple says it can reach up to 50 hours of battery life. AirPods 5 start at $129 and include ANC plus IP57 protection.
If you’re already planning to buy new Apple hardware, this batch looks appealing. Still, the rollout hasn’t been spotless. Users in the US, UK, and Canada have reported pre-order payment failures after September 12, and there are already scattered complaints about battery drain and overheating.
You can buy the devices in stores or online, with Apple Trade In, financing, upgrade plans, carrier deals, and Personal Setup all available. Apple is moving ahead with the launch under CEO John Ternus, while reports continue to point to October for the foldable iPhone Duo.