Quick Answer: Apple raised prices across its new iPhone lineup at its September 9, 2026 event, with the iPhone 18 Pro starting at $1,199 and the Pro Max at $1,299, each $100 more than the prior generation. Apple also introduced a new leasing option letting customers pay for a new iPhone over time. Despite the announcements, Apple’s stock closed roughly flat, dipping about 0.28% on the day.

What Happened?

Alongside unveiling the foldable iPhone Duo, Apple raised prices on its standard flagship phones and introduced a leasing program for customers who prefer to spread out payments rather than buying outright or financing through a carrier. CEO Tim Cook had warned in June that rising component costs, particularly for memory and storage, would make price increases “unavoidable.”

Why Is This Trending?

Consumers and investors are searching for details on how much more the new iPhones cost and what the leasing option involves, as the price hikes affect one of the most widely purchased consumer electronics products in the world.

Key Details

• iPhone 18 Pro: $1,199 (256GB), up $100 from the prior generation.
• iPhone 18 Pro Max: $1,299 (256GB), up $100 from the prior generation.
• iPhone Duo (foldable): $1,999 starting price, a new premium tier.
• New leasing option lets customers pay for a new iPhone over time rather than upfront.
• Apple stock (AAPL) closed down about 0.28% on announcement day.

What This Means for Consumers

Buyers upgrading this cycle will pay more than in past years across nearly every iPhone tier. The new leasing option offers an alternative to full upfront payment or carrier financing, though Apple has not published full leasing terms, interest structure or eligibility requirements as of this writing.

What We Know So Far

Confirmed: the specific price increases for the iPhone 18 Pro and Pro Max, and that a leasing program exists. Not yet confirmed: detailed leasing terms, monthly cost breakdowns, or how the program compares financially to existing carrier installment plans.

Frequently Asked Questions

How much did iPhone prices go up?

The iPhone 18 Pro and Pro Max both increased by $100 compared to the prior generation.

What is Apple’s new leasing option?

It’s a new program allowing customers to pay for a new iPhone over time rather than in full upfront; Apple has not detailed full terms yet.

Did Apple’s stock react to the price hikes?

Apple shares closed roughly flat, down about 0.28% on the day of the announcement.

Why did Apple raise prices?

Apple has cited rising component costs, particularly for memory and storage, as a driver of the increases.

Key Takeaways

• iPhone 18 Pro and Pro Max both cost $100 more than last year.
• The new foldable iPhone Duo starts at $1,999.
• Apple introduced a new leasing option for new iPhones.
• Apple stock closed nearly flat despite the announcements.
• Full leasing terms have not yet been published.