Apple has begun selling the iPhone 18 Pro and Pro Max, its first major product release under new CEO John Ternus, at starting prices of $1,199 and $1,299. The models use Apple’s 2-nanometer A20 Pro chip, add faster AI performance, an upgraded Siri capable of taking actions across more than 300,000 apps, a variable-aperture main camera and longer video playback. Apple’s foldable iPhone Duo is scheduled for October 23, about a month after the Pro models’ launch. Evercore ISI raised its Apple price target to $380 from $365 and maintained an outperform rating, citing a potentially stronger iPhone refresh cycle, pricing growth of more than 20% and survey results showing 53% of respondents planned to buy an iPhone 18 Pro or Pro Max. Demand indicators were mixed geographically: South Korea saw subdued walk-in traffic but broadly stable pre-orders, while Taiwan Costco stores sold out of iPhone 18 Pro Max inventory within 20 minutes. Bank of America Securities maintained a Buy rating and a $370 price forecast, citing a potential multiyear upgrade cycle, edge AI opportunities, faster Services growth, carrier trade-in incentives of up to $1,200 and demand for the Duo. Apple shares were down 0.03% at $336.90 in Friday premarket trading, near their 52-week high of $344.56, and were up 24% year to date according to the newer report.