On Friday, September 18, Apple debuted iPhone 18 Pro and iPhone 18 Pro Max, as well as Apple Watch Series 12, Apple Watch Ultra 4, and AirPods 5, at Apple Store locations worldwide. Customers celebrated the arrival of the new products as Apple team members greeted them and offered hands-on demos, personalized shopping assistance, and introductions to each of the new products. John Ternus, Deirdre O’Brien, and Greg Joswiak joined the team at Apple Fifth Avenue in New York City to welcome excited customers.

Whether shopping in person, online at apple.com, or through the Apple Store app, customers have multiple ways to explore the new lineup. Apple Specialists can assist customers with trading in their old devices through Apple Trade In, exploring payment options including financing with Apple Card, upgrading annually with Apple Upgrade, or taking advantage of incredible carrier deals — and setting up their new devices with Personal Setup.