Apple Unveils iPhone 18 Pro and 18 Pro Max with Premium Pricing

Apple Inc. (AAPL) unveiled its latest lineup of products at an event on Wednesday, including the iPhone 18 Pro and 18 Pro Max. The company also announced updates to the Apple Watch and AirPods. Prices for the new iPhone models range from $1,249 to $2,199.

The combined production target for the iPhone 18 is approximately 80 million units for fiscal year Q4 2026 through Q1 2027. Analysts are watching closely to see if the higher-priced devices will maintain Apple's profit margins or if consumers will delay purchases until cheaper models become available in 2027.

According to Citi, Apple is expected to sell around 7.3 million iPhone Ultra units by Q1 2027. However, some analysts are cautious about the narrower addressable market for these premium devices. Huawei has priced its Mate XT2 at $2,980 and Xiaomi's 18 Fold at $1,540 in China, where Huawei leads the foldable phone market with a 68% share.