iPhone 18 Pro Launch Could Be the First of Many for New Apple’s New CEO This Year
The iPhone 18 Pro and Pro Max may be the first phones to go on sale under new Apple CEO John Ternus, but today’s launch hinted at even more hardware launches to come.
Apple's new CEO John Ternus welcomed customers to the company's Fifth Avenue flagship store for the launch of the iPhone 18 Pro and Pro Max on Friday. He greeted the excited crowd in a casual manner, taking selfies and signing posters for the eager fans who had preordered the new devices. The first iPhone 18 Pro Max was purchased by 18-year-old Dallen Frutchey from Virginia, who joked about dropping his iPhone 17 Pro Max during the store opening.
Harry Sun, 21, from New Jersey, was the first customer to leave the store with a burgundy iPhone 18 Pro Max, sporting an Apple TV show Ted Lasso pin. Eric Morgan traveled from Guatemala to purchase multiple phones for his family. The store featured a bustling atmosphere with a DJ booth playing Lady Gaga tracks and a large blue carpet area showcasing the new iPhone 18 Pro, Apple Watch Series 12, and Apple Watch Ultra 4.
A photography exhibit featuring iPhone 18 Pro images was located in the former HomePod demo area. This event marks the first of several major product launches Ternus is expected to oversee in his first year as Apple's CEO, including the launch of the foldable iPhone Duo in October and potentially new home entertainment products and a spring release of the non-Pro iPhone 18 and an iPhone Air sequel.
Written by urgent.news from CNET's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
