Apple Pitches $1,199 iPhone 18 Pro as Surprise Event Skips New Budget Models
Updated
Updated · Macworld · Sep 13
Apple Pitches $1,199 iPhone 18 Pro as Surprise Event Skips New Budget Models
3 articles · Updated · Macworld · Sep 13
Summary
$1,199 became Apple’s new iPhone entry point at its Surprise and Shine event after the company delayed the baseline iPhone 18 to spring and led with the 18 Pro lineup.
That premium tilt extended across the range: the iPhone Duo starts at $1,999, the 18 Pro Max at $1,299, and Apple did not refresh the lower-cost Watch SE.
Apple Watch pricing also moved upmarket, with the cheapest new watch now $399 versus $249 last year, while a revived premium ceramic model starts at $899.
Some lower-priced devices remain on Apple’s site, including the iPhone 17 and 17e, but both are now $100 more expensive; AirPods 5 were the main exception, effectively adding ANC without a price increase.
The lineup marks a sharper break from past September launches, shifting Apple’s biggest annual showcase away from mass-market upgrades and toward affluent early adopters.