A measurement of the cross section for the inclusive production of isolated prompt photons in pp collisions at a center-of-mass energy s=7\TeV is presented. The measurement covers the pseudorapidity ranges |ηγ|<1.37 and 1.52≤|ηγ|<2.37, in the transverse energy range 100≤\ETγ<1000\GeV. The results are based on an integrated luminosity of 4.6~\ifb\ collected with the ATLAS detector at the LHC. The results are compared with next-to-leading order perturbative QCD calculations with CT10 and MSTW2008NLO PDFs, as well as two leading order Monte Carlo PYTHIA and HERWIG.