TAIPEI, Taiwan — Taiwan’s major telecom operators are gearing up for the arrival of Apple’s latest flagship smartphones, launching reservation and preorder campaigns for the iPhone 18 Pro and iPhone 18 Pro Max as consumers race to secure the new devices.
Chunghwa Telecom has already opened limited reservations, with the iPhone 18 Pro starting at NT$44,900 (about US$1,400) in Taiwan. The operator is accepting reservations ahead of the official preorder period, according to Taiwan News.
The moves come just days after Apple unveiled the new Pro models at its September event, where the company also introduced its first foldable smartphone, the iPhone Duo. The iPhone 18 Pro starts at US$1,199, while the iPhone 18 Pro Max starts at US$1,299 in the United States.
Taiwan telecom operators move early
Taiwan’s telecom market traditionally becomes highly competitive whenever a new iPhone arrives, with operators using device subsidies, contract bundles, trade-in programs and promotional gifts to attract customers.
This year’s launch is no different.
Chunghwa Telecom has begun taking limited reservations ahead of the formal preorder window, giving eager customers an early opportunity to register their interest in Apple’s newest Pro models.
The development comes as Taiwan’s other major carriers prepare their own campaigns, setting the stage for another intense battle for high-value smartphone customers.
For consumers, the key question is no longer simply whether to buy the iPhone 18 Pro — but which carrier can offer the most attractive overall package.
Apple changes the iPhone launch strategy
The iPhone 18 Pro launch is notable for another reason.
Unlike previous years, Apple did not introduce the standard iPhone 18 alongside the Pro models at its September event.
Instead, Apple focused its initial launch on the premium iPhone 18 Pro, iPhone 18 Pro Max and iPhone Duo, marking a significant shift in the company’s product strategy. Reports indicate that the standard iPhone 18 could arrive later, potentially in 2027.
That puts the Pro models at the center of Apple’s 2026 flagship push.
What’s new in the iPhone 18 Pro?
Apple has packed the new Pro models with several hardware and camera upgrades.
The phones are powered by Apple’s new A20 Pro chip, while the main camera gains a 48-megapixel variable-aperture system designed to provide greater control over light and photography.
Apple has also introduced new professional camera controls and improvements to video recording. The redesigned Dynamic Island is smaller, while battery performance has also been improved.
The iPhone 18 Pro starts at 256GB, with higher-capacity configurations available, while the Pro Max offers Apple’s largest display and longest battery life among the new Pro models.
Preorders begin Sept. 12
Apple has scheduled official preorders for the iPhone 18 Pro and iPhone 18 Pro Max for Sept. 12, 2026, with retail availability beginning Sept. 18 in launch markets.
That means Taiwan consumers are entering a critical period for comparing carrier offers.
Telecom campaigns can differ significantly in their requirements, including contract length, monthly plans, trade-in conditions and promotional benefits. As a result, the advertised device price alone may not represent the total cost of ownership.
The bigger iPhone battle
Apple’s decision to concentrate its initial launch on premium devices could also have major implications for the smartphone market.
The iPhone 18 Pro and Pro Max are more expensive than their predecessors, while Apple’s first foldable iPhone pushes the company’s premium strategy even further. Reuters reported that the iPhone Duo starts at US$1,999, making it Apple’s most expensive iPhone yet.
For Taiwan’s telecom operators, that creates both an opportunity and a challenge.
High-end devices can encourage customers to sign longer contracts and move to more expensive data plans, but the higher upfront prices could also make promotions and financing increasingly important.
With Taiwan’s telecom companies now rolling out their campaigns, the next battle will be over who can make Apple’s most expensive new iPhones easier for customers to afford.
And as official preorders open, the real competition may only be beginning.
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