Apple’s newest hardware lineup is now officially on sale. The iPhone 18 Pro and iPhone 18 Pro Max, Apple Watch Series 12, Apple Watch Ultra 4, and AirPods 5 arrived in Apple Stores and at participating retailers worldwide on September 18, giving customers their first opportunity to buy the devices without a pre-order.
The coordinated launch follows Apple’s September 9 event and puts several of the company’s biggest 2026 hardware upgrades into customers’ hands at the same time. The new devices also arrive just days after iOS 27 and watchOS 27, allowing Apple’s latest hardware to launch alongside Siri AI and the newest Apple Intelligence features.
iPhone 18 Pro Starts at $1,199
The iPhone 18 Pro starts at $1,199, while the larger iPhone 18 Pro Max starts at $1,299. Both are available with 256GB, 512GB, 1TB, or 2TB of storage and come in black, silver, glacier, and the new burgundy finish.
The biggest camera change is the new 48MP Fusion Main camera with variable aperture, which gives users direct control over how much light enters the lens. Apple has also introduced additional Pro camera controls, including manual adjustments designed to give photographers and video creators greater control without relying entirely on third-party apps.
Performance is handled by the new A20 Pro chip, paired with a next-generation vapor chamber designed to sustain higher performance for longer workloads. Apple is also using the new chip to power Siri AI and other Apple Intelligence features in iOS 27.
Battery life is another major focus. Apple says the iPhone 18 Pro Max delivers the largest battery-life increase ever for an iPhone, thanks to a larger battery and improved efficiency from Apple silicon.
Both models also feature a smaller Dynamic Island, giving Apple slightly more usable display space while retaining the interface for alerts, background activities, and system controls.
Apple Watch Series 12 Adds New Health Sensors
The Apple Watch Series 12 starts at $399 and introduces Apple’s new Health Sensing System, powered by the S11 chip. The system takes heart-rate and heart-rate variability measurements more frequently and is designed to provide more detailed health and fitness information throughout the day.
Apple has also introduced a new readiness score that combines health and activity information to help users determine how prepared they may be for exercise or recovery.
Series 12 will eventually gain Apple’s new Audio Intelligence features, including Siri Recap, which can generate summaries of conversations without retaining conventional audio recordings. Those features are expected to arrive later this year.
With watchOS 27, Siri AI also moves onto Apple Watch, bringing personal-context awareness and broader conversational capabilities to the wrist.
Apple Watch Ultra 4 Extends Battery Life
The more rugged Apple Watch Ultra 4 starts at $799 and uses the same new S11 chip and Health Sensing System found in Series 12. It is aimed at athletes, endurance users, and customers who want longer battery life and more advanced outdoor features.
Apple says Ultra 4 can track outdoor workouts for up to 45 hours, while its updated health sensors provide more frequent heart-rate and HRV measurements.
The watch also includes Apple’s latest on-device GPS technology, satellite communication capabilities, the new readiness score, and upcoming Audio Intelligence functions.
For users who prioritize battery endurance, outdoor activity tracking, and durability, Ultra 4 remains the most capable model in Apple’s wearable lineup.
AirPods 5 Bring ANC to a Lower Price
AirPods 5 start at $129, making them Apple’s least expensive current AirPods with several features previously associated with more expensive models.
The headline addition is Active Noise Cancellation in an open-ear design. Apple says the new implementation removes up to 50 percent more external noise than AirPods 4 with Active Noise Cancellation.
AirPods 5 also introduce a new multiport acoustic architecture and updated Adaptive EQ, designed to improve sound quality without switching to a sealed ear-tip design.
They support Siri AI, including hands-free access to personal context and broader knowledge queries, as well as Live Translation and head gestures for responding to Siri.
A $149 AirPods 5 version with Wireless Charging Case adds on-stem volume controls and longer battery life. The case supports USB-C, Qi wireless charging, and Apple Watch chargers.
Apple’s New Hardware Prices
The new lineup now available in stores includes:
- iPhone 18 Pro: from $1,199
- iPhone 18 Pro Max: from $1,299
- Apple Watch Series 12: from $399
- Apple Watch Ultra 4: from $799
- AirPods 5: $129
- AirPods 5 with Wireless Charging Case: $149
Apple is also offering trade-in, carrier financing, Apple Card payment options, and its Apple Upgrade leasing program through Apple Stores and the Apple Store app.
The New Lineup Is Built Around Siri AI
One connection between all of these devices is Apple Intelligence.
iOS 27 and watchOS 27 launched earlier this week, bringing the redesigned Siri AI experience to compatible devices. The new iPhone and Apple Watch models are designed to take greater advantage of those capabilities, while AirPods 5 provide another hands-free entry point into Siri.
Apple’s strategy is increasingly clear. Instead of treating its latest AI features as something confined to the iPhone, the company is spreading Siri AI across phones, watches, headphones, Macs, and other devices.
That makes the September 18 launch more than a routine hardware refresh. The iPhone 18 Pro adds meaningful camera and performance upgrades, the new Apple Watches push further into health and contextual intelligence, and AirPods 5 bring advanced audio and AI features to a lower price.
With all four product families now available in stores, the next question is how quickly users adopt the new hardware and whether Siri AI becomes a meaningful reason to upgrade across multiple parts of the Apple ecosystem.
