Apple’s iPhone 17 price cuts story flipped into higher entry prices at its latest launch, with the iPhone 18 Pro starting at $1,199 and the iPhone 18 Pro Max starting at $1,299. Buyers of Apple’s newest phones now face a sharper first-step cost, while the company also skipped a base model iPhone this year.
John Ternus and Apple pricing
John Ternus is taking the reins from Tim Cook, and the launch now sits under that change in leadership. Apple dropped five new products, and the pricing puts the new phones at the center of the package rather than the entry-level model.
The iPhone 18 Pro is $100 more expensive than last year’s version. That makes the starting price $1,199, not a minor trim or bundle shift. The iPhone 18 Pro Max starts at $1,299, which pushes the top phone further above the old starting point.
iPhone Duo pricing pressure
Apple also opened preorders for the iPhone Duo on Oct. 16. The base model starts at $1,999 and includes 256 gigabytes of storage. The pricier version starts at $3,199.
That creates a clear split for buyers choosing among Apple’s newest phones. The cheapest route now begins with the iPhone 18 Pro, while the fold-style Duo starts far higher and the base model iPhone is gone.
Apple Watch Series 12 and Ultra 4
The Apple Watch Series 12 starts at $399 in its 42mm aluminum case version, and the 46mm version starts at $449. That 46mm price is a $20 jump from the previous generation, so the larger case now carries a modest premium even before bands or upgrades enter the picture.
The Apple Watch Ultra 4 starts at $799 and is unchanged from last year’s Ultra 3 price. Apple said it is available starting on Sept. 18, which gives buyers a cheaper watch path than the Duo but no price relief on the top rugged model.
For buyers of Apple’s newest devices, the practical takeaway is simple: the price floor rose on the phones, the watch line stayed mostly stable, and the missing base model forces a choice between a $1,199 Pro and a much more expensive Duo.
The unresolved question is the exact price of last year’s iPhone 18 Pro and the previous 46mm Apple Watch Series model. Apple gave the increase on both, but the older sticker prices still need a direct comparison from the company’s prior lineup.
