Apple’s iPhone 18 Pro and Pro Max hit the market on Friday, marking the first launch under CEO John Ternus and the company’s first new iPhone to go on sale amid the AI-driven global memory and storage shortage. Consumers will have to pay an extra $100 for this year’s iPhone Pros versus the iPhone 17 Pros due to the memory crunch. The base iPhone 18 Pro now costs $1,199, while the base iPhone 18 Pro Max costs $1,299. The foldable iPhone Duo isn’t due out Oct. 23 and will cost $1,999. Despite hype around the Duo, the 18 Pro and 18 Pro Max are getting plenty of consumer attention; ordering either today means waiting 3 weeks before it’s in your mailbox. Apple broke up its iPhone 18 lineup, expecting to launch the base iPhone 18s early next year alongside the iPhone 18e and iPhone Air 2. Deepwater Asset Management managing Partner Gene Munster wrote Friday that the dual-cycle launch seems to be helping early sales, with Pro model pre-order lead times about 15% longer than a year ago on launch day. The iPhone 18 Pros and Duo launch with Apple Intelligence and AI-powered Siri AI, still in beta.