Of everything Apple announced on September 9, most of it reaches customers before the end of the month: the iPhone 18 Pro and Pro Max from $1,199, AirPods 5 from $129, Apple Watch Series 12 from $399, Apple Watch Ultra 4 from $799, and the free iOS 27 and watchOS 27 updates. The iPhone Duo is the one product that does not.
That split matters if you are deciding where to spend this month. Apple’s press releases give firm dates for the Pro phones, the earbuds, both Watches and the software, while the foldable is an October product, with pre-orders on October 16 and availability on October 23.
| Product | Price | Pre-order | In stores |
|---|---|---|---|
| iPhone 18 Pro | From $1,199 (256GB) | Sept. 12, 5 a.m. PT | Sept. 18 |
| iPhone 18 Pro Max | From $1,299 (256GB) | Sept. 12, 5 a.m. PT | Sept. 18 |
| AirPods 5 | $129 | Sept. 9 | Sept. 18 |
| AirPods 5 with Wireless Charging Case | $149 | Sept. 9 | Sept. 18 |
| Apple Watch Series 12 | From $399 | Sept. 9 | Sept. 18 |
| Apple Watch Ultra 4 | From $799 | Sept. 9 | Sept. 18 |
| iPhone 18 Pro cases and straps | $29 to $59 | Announced with the phones | Not published |
| iOS 27 and watchOS 27 | Free | n/a | Sept. 14 |
Apple’s US release prices the Clear Case and Silicone Case at $49 each, the TechWoven Case, FineWoven Wallet and Crossbody Strap at $59 each, and the Wrist Strap at $29.
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iPhone 18 Pro: pre-order Saturday, delivery the following Friday
Pre-orders opened Saturday, September 12 at 5 a.m. PT, and the phones arrive Friday, September 18 in more than 65 countries and regions, with 20 more countries following on September 25. Apple also offers the Pro at $49.95 a month and the Pro Max at $54.12 a month over 24 months.
Both models come in Black, Silver, Glacier and Burgundy, in 256GB, 512GB, 1TB and 2TB. Apple’s Store page prices the Pro at $1,199, $1,399, $1,799 and $2,399, and the Pro Max at $1,299, $1,499, $1,899 and $2,499. Our pre-order expectations guide covers how the order window works.
AirPods 5: on sale now, in stores September 18
AirPods 5 went up for order on September 9, the day of the event, alongside the new Apple Watches. Both the $129 model and the $149 Wireless Charging Case model reach stores on Friday, September 18 in the US and more than 65 countries, the same day as the phones.
The headline feature is Active Noise Cancellation on an open-ear design, which Apple says removes up to 50 percent more noise than AirPods 4 with ANC. Hands-free Siri AI on the earbuds needs iOS 27 and an Apple Intelligence iPhone, so the software update below is part of the package.
Apple Watch Series 12 and Ultra 4: in stores September 18
Both Watches opened for pre-order on September 9 and reach stores on Friday, September 18 in the US, UK, Canada, Australia, France, Germany, India, Japan, the UAE and more than 50 other countries and regions.
Apple Watch Series 12 starts at $399 in 42mm and 46mm, in aluminum, titanium and a new ceramic case. It uses the S11 chip and a new Health Sensing System that checks heart rate every 5 seconds, and Apple rates it at up to 24 hours of battery. Apple has not published titanium, ceramic or cellular prices.
Apple Watch Ultra 4 starts at $799 in natural or black titanium, with up to 50 hours of normal use, 84 hours in Low Power Mode and a new Max Extended Workout mode rated at up to 45 hours. Apple Watch SE 3 remains on sale from $249 for anyone who wants a cheaper model.
iOS 27 arrives September 14 at no cost
iOS 27 lands on Monday, September 14, four days before the phones. It brings Siri AI in beta in English, with French, Japanese, Korean, Portuguese and Spanish due in October, plus Image Playground with photorealistic images, Safari Notify Me and carrier-dependent iPhone Handoff.
Apple’s iOS page lists support for iPhone 11 and later and iPhone SE (2nd generation) and later, but Siri AI needs an Apple Intelligence iPhone: any iPhone 16 model or later, or iPhone 15 Pro and Pro Max. watchOS 27 arrives the same day for Apple Watch Series 9 and later, SE 3 and Ultra 2 and later.
What you cannot buy before October
- iPhone Duo: from $1,999 for 256GB, up to $3,199 for 2TB. Pre-orders open Friday, October 16 at 5 a.m. PT and availability begins October 23, according to Apple’s press release. Our iPhone Duo preview covers what was reported before the event.
- A standard iPhone 18, iPhone 18e or iPhone Air 2: not announced, with reports pointing to spring 2027.
- A new Apple Watch SE or new Macs: not announced at the event. The Mac mini and Mac Studio Apple announced in August go on general sale September 22.
If your purchase is time-sensitive, September 18 is the date for the Pro phones, AirPods 5 and both Watches, and October 16 is the next date for iPhone Duo. The Apple event live blog has the rest of what was shown.
