On September 18, 2026, Apple launched the new iPhone 18 Pro and iPhone 18 Pro Max, along with the Apple Watch Series 12, Apple Watch Ultra 4, and AirPods 5 in its stores worldwide, Apple Newsroom announced.
Members of the Apple team, including John Ternus, Deirdre O’Brien, and Greg Joswiak, welcomed customers at Apple Stores, notably in New York, offering hands-on demonstrations, personalized support, and presentations of the new products.
Customers can explore the new lineup in-store, online at apple.com, or via the Apple Store app. Apple specialists assist with trade-in of old devices through Apple Trade In, explore payment options such as financing with Apple Card, or the annual upgrade option with Apple Upgrade.
Apple also offers attractive deals with carriers and personalized setup services for new devices.
