The iPhone 18 Pro, iPhone 18 Pro Max, Apple Watch Series 12, Apple Watch Ultra 4, and AirPods 5 have been available in stores since this morning. The first pre-orders are underway, and general sales have begun in stores – but one feature Apple is using to promote the devices is missing in this country at launch.
Six days after pre-orders began, general sales commence. Apple is shipping worldwide starting today, and stores are simultaneously reopening to walk-up customers. This marks the end of the phase focused on delivery dates and the beginning of the phase where devices are actually put into use. Those still undecided about which model to choose can find helpful information in the iPhone buying guide; this article explains exactly what's happening today.
Key Facts at a Glance
- Available in stores starting today: iPhone 18 Pro, iPhone 18 Pro Max, Apple Watch Series 12, Apple Watch Ultra 4 and AirPods 5.
- Mac mini and Mac Studio will follow on Tuesday, September 22nd.
- Siri AI will initially launch only in English – and according to Apple, not at all on iPhones in the EU for the time being.
- Apple offers a credit of between 195 and 1,020 euros for trade-ins of iPhone 13 or newer.
- The iPhone Duo, which was unveiled that same evening, will not be available until October 23rd.
What starts today – and what doesn't yet
The September launch this year will take place in three waves. Five devices are available from today, two more will follow next week, and the foldable model won't be available until October.
| Device | Available from |
|---|---|
| iPhone 18 Pro and iPhone 18 Pro Max | Friday, September 18 |
| Apple Watch Series 12 | Friday, September 18 |
| Apple Watch Ultra 4 | Friday, September 18 |
| AirPods 5 | Friday, September 18 |
| Mac mini and Mac Studio | Tuesday, September 22 |
| iPhone Duo | Friday, October 23 |
The Pro models are available in black, silver, polar, and the new burgundy. Which of the two sizes makes more sense depends less on the display than on battery life – the differences are detailed in the iPhone 18 Pro vs. Pro Max comparison.
The function that is missing in this country
Apple is promoting its new generation of devices with the next generation of Apple Intelligence. However, the footnotes of the announcement in the Apple Newsroom state two things: Siri AI is launching as a beta and initially only in English – and not yet on iOS in the EU.
For buyers in Germany and Austria, this means a double sacrifice: no Siri AI on the new iPhone, and even if it were to be approved, there would initially be no German language version. The EU restriction doesn't apply in Switzerland because the country is neither an EU nor an EEA member; there, the language barrier remains in place. We've broken down what is and isn't affected in our overview of missing Apple features in the EU.
The rest of Apple Intelligence remains unaffected. The features that have been running since iOS 18.4 will continue to run, and iOS 27 brings them in a revised form.
Buy in store or online
Anyone visiting an Apple Store today will receive items from existing stock, provided their desired model is available; pre-orders can be picked up on the scheduled date. Apple is offering a personal setup service at launch, which transfers data from the old device to the new one – a practical option for anyone without a recent backup.
When trading in an iPhone 13 or newer, the price range is from €195 to €1,020. The exact value depends on the condition, age, and configuration; the valuation is done online before purchase. If you're selling your old device privately instead, you should reset it to factory settings beforehand – without the activation lock disabled, the buyer won't be able to use it.
New accessories include a wristband in six colors, plus a redesigned clear case that attaches to both the crossbody and wrist straps. Three months of Apple One are included with the purchase of a Pro model.
Why the actual test will only take place next week
At launch, it's difficult to say much about the devices that wasn't already revealed on stage. What will be interesting is what comes back from retailers in the coming days: whether the vapor chamber delivers the promised sustained performance, whether the Pro Max's battery life lives up to Apple's claims in everyday use, and how the variable aperture performs outside of demonstration conditions.
If you don't urgently need a new device, you have nothing to lose by waiting the first week – especially since delivery times are usually short again then. Anyone buying today should be aware that the advertised AI feature won't be available in this country for the time being. Are you getting one of the new devices today – or are you waiting for the first real-world reports before deciding? Let us know in the comments what's important to you.
