{
  "id": 8694764,
  "title": "If you spot this new 'hello' sign hidden away in your local Apple Store, it's there because of the new iPhone 18 Pro",
  "url": "https://urgent.news/2026/09/20/if-you-spot-this-new-hello-sign-hidden-away-in-your-local-apple-store",
  "topic": "tech",
  "section": "Tech",
  "published": "2026-09-20T13:30:00.000Z",
  "source": {
    "name": "TechRadar",
    "slug": "techradar",
    "url": "https://www.techradar.com/phones/iphone/if-you-spot-this-new-hello-sign-hidden-away-in-your-local-apple-store-its-there-because-of-the-new-iphone-18-pro"
  },
  "original_language": "en",
  "account": "Apple has introduced small blue \"hello\" signs in select retail stores as part of the testing process for the new iPhone 18 Pro and Pro Max models. These signs are designed to assist customers in exploring the enhanced optical zoom capabilities of the devices. Despite offering the same optical zoom as the previous iPhone 17 models, the new handsets introduce advanced Pro controls, including adjustable lens aperture, shutter speed, and white balance. The iPhone 18 Pro and Pro Max models began their availability in Apple stores on September 18, priced starting at $1,199 / £1,199 / AU$2,099 for 256GB of storage. New Apple CEO John Ternus attended the reopening of the Apple Store in New York to mark the wider release of these flagship smartphones and other devices like the Apple Watch Series 12, Apple Watch Ultra 4, and AirPods 5. While the CEO did not comment on the blue \"hello\" signs, they have been observed by customers, positioned on higher shelves, possibly to deter them from being taken as souvenirs. Rumors suggest that the iPhone 18 is expected to launch around March, alongside the iPhone 18e and the iPhone Air 2.",
  "summary": "Apple has made a small addition to its stores worldwide, so you can better test out the zoom of its new handsets.",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 5,
    "also_reported_by": [
      {
        "outlet": "Mashable",
        "title": "T-Mobile is giving away the Apple iPhone 18 Pro for free — how to claim this weekend",
        "url": "https://urgent.news/2026/09/19/t-mobile-is-giving-away-the-apple-iphone-18-pro-for-free-how-to-claim",
        "published": "2026-09-19T07:00:00.000Z"
      },
      {
        "outlet": "9to5Mac",
        "title": "Apple Watch Series 12 might finally convince me to switch away from WHOOP",
        "url": "https://urgent.news/2026/09/19/apple-watch-series-12-might-finally-convince-me-to-switch-away-from",
        "published": "2026-09-19T14:09:00.000Z"
      },
      {
        "outlet": "Android Police",
        "title": "Google is quietly giving away this $120 freebie with every Pixel 11 Pro purchase",
        "url": "https://urgent.news/2026/09/19/google-is-quietly-giving-away-this-120-freebie-with-every-pixel-11",
        "published": "2026-09-19T17:30:10.000Z"
      },
      {
        "outlet": "Android Authority",
        "title": "Apple could steal Pixel’s homework for its Nest Hub rival and the iPhone Duo",
        "url": "https://urgent.news/2026/09/21/apple-could-steal-pixels-homework-for-its-nest-hub-rival-and-the",
        "published": "2026-09-21T08:12:26.000Z"
      }
    ]
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}