Apple Unveils iPhone 18 Pro, Apple Watch Series 12, AirPods 5, and New Macs

iPhone 18 Pro and iPhone 18 Pro Max, along with Apple Watch Series 12, Apple Watch Ultra 4, 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.

Purchase Options

Apple 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 and apply this credit to lower their monthly payments through Apple Upgrade or Apple Card Monthly Installments.

Apple Upgrade, provided by Klarna, offers 12- and 24-month leasing options for iPhone and Apple Watch, with prices starting as low as $34.99 per month for a 24-month iPhone lease and $11.99 per month for a 24-month Apple Watch lease (excluding taxes and any trade-in credit). Apple Upgrade also offers 24- and 36-month leasing options for Mac Studio, starting at $48.99 per month for a 36-month lease. At the end of their lease term, eligible customers can upgrade to the latest generation, purchase the device with a one-time payment, or return it.

Apple partners with major wireless carriers to offer up to $1,200 in credit when customers trade in iPhone 14 or newer in any condition toward iPhone 18 Pro or iPhone 18 Pro Max. Customers can explore available carrier offers and activate their new phone with AT&T, T-Mobile, and Verizon directly at Apple.

Customers in the U.S. can choose Apple Card Monthly Installments (ACMI) to pay for new devices over time at 0 percent APR, earning 3 percent Daily Cash back. Customers can apply in as little as a minute and manage payments through the Wallet app, where installments are automatically combined into one easy-to-track balance.

iPhone 18 Pro and iPhone 18 Pro Max

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. 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. A next-generation vapor chamber unlocks maximum performance from the A20 Pro chip, a powerhouse for on-device AI workloads.

Both models feature the next generation of Apple Intelligence and Siri AI, a more personal, capable, and conversational assistant rolling out in beta with iOS 27. The new Siri offers 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. iOS 27 also brings an expansive set of improvements that make iPhone more responsive, reliable, and easy to use.

iPhone 18 Pro and iPhone 18 Pro Max are available in black, silver, glacier, and an all-new burgundy.

Apple Watch Series 12 and Apple Watch Ultra 4

Apple Watch Series 12 and Apple Watch Ultra 4 are engineered with the new Health Sensing System and all-new S11 chip to deliver the most accurate heart rate sensing in a wearable, with higher-frequency heart rate and heart rate variability (HRV) measurements. They include 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, offering 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 both watches with watchOS 27. New Audio Intelligence features arrive later this year to help users remember key moments from conversations and stay alert to important sounds, built with privacy, security, and accessibility innovations at their core.

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

AirPods 5 deliver industry-leading Active Noise Cancellation (ANC) in an open-ear design with improved sound quality. They feature an all-new multiport acoustic architecture and next-generation Adaptive EQ for 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 life 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.

Mac mini and Mac Studio

Mac mini with the all-new M6 and powerful M5 Pro delivers a dramatic boost in performance in its supersmall desktop design. With M6, Mac mini now delivers up to 4x faster AI performance, 2x faster storage and graphics, and 40 percent faster CPU performance than the previous generation. Mac mini with M5 Pro brings even more pro-level performance for demanding projects, from video production to game development, and handles business workflows with ease whether used as a primary desktop or for always-on, deskside agentic computing.