Leadership and Companies
Apple’s iPhone 18 Pro lineup and wearables hit stores worldwide
Apple began selling its latest iPhones, watches, and AirPods worldwide on September 18, 2026.
What happened
Apple introduced the iPhone 18 Pro and iPhone 18 Pro Max, Apple Watch Series 12, Apple Watch Ultra 4, and AirPods 5 at Apple Store locations worldwide on Friday, September 18, 2026. Store teams offered customers hands-on demonstrations, shopping assistance, and device introductions. Apple executives John Ternus, Deirdre O’Brien, and Greg Joswiak joined staff at Apple Fifth Avenue in New York City. Customers could also shop through apple.com and the Apple Store app, with support for trade-ins, Apple Card financing, annual upgrades, carrier offers, and Personal Setup.
Why it matters
The launch gives customers multiple purchasing and financing routes, while Apple’s retail teams support trade-ins, upgrades, carrier deals, and setup for the new devices.
Source: Apple Newsroom