Summer is barely over, and Apple is already making headlines again: With the iPhone 18 Pro and the iPhone 18 Pro Max, Apple is launching two new flagship models—packed with smart camera technology, more processing power, and an even more understated design. And what goes better with a new smartphone than a new contract? For your customers, now is the perfect time to think about an upgrade—and for you, it’s the perfect time to bring it up with them.
An Overview of the Models
This year, Apple is initially showcasing only the Pro series:
- iPhone 18 Pro – 6.3-inch display
- iPhone 18 Pro Max – 6.9-inch display
Both are available in four storage options (256 GB, 512 GB, 1 TB, 2 TB) and four colors: Black, Silver, Polar (Light Blue), and Burgundy. As things stand, the standard iPhone 18 isn’t expected until spring 2027—so for price-conscious customers, the previous models remain the alternative for now.
What’s New
Camera: The 48-MP main camera now features a variable aperture (ƒ/1.48 to ƒ/4.0) for the first time—offering more control for portraits, low-light photography, and videos. It also features a redesigned Camera app with manual controls for aperture, shutter speed, white balance, and histogram, as well as AI-powered subject tracking for videos.
Chip: The new A20 Pro, with 6 CPU cores, 7 GPU cores, and a 32-core Neural Engine, delivers more performance and even better battery life.
Design: The Dynamic Island has been made smaller and can now display up to three live activities at the same time.
Dates & Prices
Pre-orders began on September 12. The product launch is scheduled for September 18—along with the Apple Watch Series 12, Apple Watch Ultra 4, and AirPods 5.
The manufacturer’s suggested retail price (MSRP) for the iPhone 18 Pro with 256 GB of storage is €1,449; the Pro Max model starts at €1,599.
If you’d prefer to get the new iPhone as part of a cell phone plan, here are the offers available from providers:
- 1&1: iPhone 18 Pro with the All-Net-Flat S plan starting at 49.99 €/month (permanent), plus a 39.90 € activation fee
- Telekom: iPhone 18 Pro with the MagentaMobil S plan for 74.05 €/month, plus a one-time payment of 238.95 € (including a 39.95 € activation fee).
Your Opportunity as a Retail Partner
For many customers, a new iPhone is a good reason to rethink their contract right away—whether they’re switching carriers, renewing their contract, or getting a second device. Take advantage of the carriers’ promotional offers surrounding the launch to offer your customers the right plan bundle right away.
