A measurement of the cross section for the production of isolated prompt photons in pp collisions at a center-of-mass energy s=7 TeV is presented. The results are based on an integrated luminosity of 4.6 fb−1 collected with the ATLAS detector at the LHC. The cross section is measured as a function of photon pseudorapidity ηγ and transverse energy ETγ in the kinematic range 100≤ETγ<1000 GeV and in the regions |ηγ|<1.37 and 1.52≤|ηγ|<2.37. The results are compared to leading-order parton-shower Monte Carlo models and next-to-leading-order perturbative QCD calculations. Next-to-leading-order perturbative QCD calculations agree well with the measured cross sections as a function of ETγ and ηγ.