[DigitalToday reporter Jinju Hong (홍진주)] Apple has unveiled the iPhone 18 Pro and iPhone 18 Pro Max. Key changes include a main camera with a variable aperture, the next-generation A20 Pro chip, improved battery life and better heat control. Attention is also on the lineup and price increases, as Apple did not release a standard model and is keeping the existing iPhone 17.

According to IT outlet TechRadar and other IT media on Sept. 9 (local time), Apple announced the 6.3-inch iPhone 18 Pro and the 6.9-inch iPhone 18 Pro Max. Pre-orders start on Sept. 12 and the official release is on Sept. 18. Unlike previous years, a standard iPhone 18 was not unveiled. Apple will continue selling the iPhone 17 as part of its existing lineup.

One of the biggest changes is the camera. The iPhone 18 Pro applies a variable aperture to its 48-megapixel Fusion main camera. Unlike the iPhone 17 Pro’s fixed F1.78 aperture, it can be adjusted in four steps: F1.48, F1.8, F2.8 and F4.0. It can adjust brightness and depth of field depending on the shooting environment. It also supports a “Pro Control” feature that lets users set aperture, shutter speed and white balance directly.

Performance has also improved. It is powered by the A20 Pro chip, with the GPU increasing from 6 cores to 7 cores and the Neural Engine and memory bandwidth strengthened. A neural accelerator for AI computing has also been added. Apple explained that the CPU supercore is 20 percent faster than the previous model and the GPU is 40 percent faster.

The heat-dissipation design for sustained high-performance work has also been reinforced. The iPhone 18 Pro and Pro Max expand the vapor chamber area by three times compared with the previous model, helping maintain performance for longer when running high-spec games or on-device AI.

Battery life has increased as well. The iPhone 18 Pro offers up to 36 hours of video playback, 3 hours longer than the iPhone 17 Pro, while the Pro Max offers up to 45 hours, 6 hours longer than the previous model. With 60W fast charging, it can charge up to 50 percent in 15 minutes.

In terms of design, the colours and Dynamic Island have changed. The iPhone 18 Pro adds Glacier and Burgundy to Silver and Black. The iPhone 17 Pro came in Silver, Deep Blue and Cosmic Orange. The Dynamic Island at the top of the screen is smaller and more functional. The iPhone 18 Pro supports up to three Live Activities at the same time. The iPhone 17 Pro could display up to two simultaneously.

Prices, however, have risen. In the United States, the iPhone 18 Pro 256GB model costs $1,199, $100 more than the previous model. In Japan, it starts from 219,800 yen, while the Pro Max starts from 239,800 yen. When first unveiled, the iPhone 17 Pro and iPhone 17 Pro Max started from 179,800 yen and 194,800 yen, respectively, but after a July increase they were adjusted to 194,800 yen and 214,800 yen. The new Pro lineup is more expensive even compared with those increased prices.

Price increases for existing models also stand out. In Japan, the iPhone 17 rose to 159,800 yen from 142,800 yen, and the iPhone 17e rose to 124,800 yen from 107,800 yen. With the release of a new standard model delayed and prices for existing models also rising, an assessment has emerged that Apple’s high-price strategy has become clearer.

Ultimately, the iPhone 18 Pro strengthens core hardware such as the camera, AI performance and battery, but from a consumer perspective it is characterised by fewer choices and a bigger price burden. Consumers who want the latest features can choose the iPhone 18 Pro, but for those who prioritise price, the value of the existing iPhone 17 could stand out relatively more.