Tim Cook announces sale of the iPhone 18 Pro and Pro Max

Tim Cook announced the sale of the iPhone 18 Pro and Pro Max. Sales begin on September 18. Available in the US, Brazil and other countries.

The new models have an A20 Pro processor, 2nm, and a camera with a variable lens. Pre-orders began on September 12. The iPhone 18 Pro starts at US$ 1,200 (BRL 12,000 in Brazil) and the iPhone 18 Pro Max starts at US$ 1,300 (BRL 13,000 in Brazil). The new iPhones include a 48MP camera with variable aperture. Longer battery life is also included. Available at Apple stores, Amazon, Mercado Livre and iPlace in Brazil.

Tim Cook, Apple's ex-CEO, posted on Weibo showing an iPhone 18 Pro Max. Apple confirmed the availability of the new models in more countries, including India and South Korea. Tim Cook, Apple's ex-CEO, also announced other products during the event, but did not reveal details about them. The iPhone 18 Pro and Pro Max get an A20 Pro processor, manufactured at 2 nm, which makes the transistors smaller and reduces power consumption. The main camera, with 48 MP and variable aperture, lets light in more flexibly, improving photo quality in different conditions. The 12 GB of memory offers more room for apps and files, but is still smaller than the standard version of the iPhones.

The change of processor and camera is the main difference in the new models. The lens's variable aperture can help capture more detail in dark environments. The 12 GB of memory is enough for those who use the iPhone for work and entertainment, but not for users who store many videos or photos. The 12 GB of memory is adequate for daily use, but still falls short of the capacity of more premium models.

Longer battery life follows competitors' trend

Apple is launching the iPhone 18 Pro and Pro Max in 2026, with a variable-aperture camera and longer battery life. Available in the US, Brazil and other countries, the models are part of a line that has evolved since the iPhone 17 Pro, which had a fixed camera. The new generation also follows the trend of longer-lasting batteries, something competitors implemented two years ago.

Compatibility with previous accessories is limited, since the iPhone 18 Pro's camera is slightly thicker. The iPhone Pro line follows the evolution of the previous generation, which included a fixed camera and less durable battery.