Apple CEO John Ternus marked his first iPhone launch day as chief executive by opening the glass cube at the company’s Fifth Avenue flagship in New York, greeting a cheering crowd as sales of the iPhone 18 Pro and iPhone 18 Pro Max began Friday, September 18, 2026.
The scene echoed years of Apple CEO store appearances, but this one belonged to Ternus, the longtime hardware chief who took over on September 1st. Ternus later posted his own recap: “Apple Fifth Avenue… what a morning!”
Ternus’ own launch-day video:
Apple Fifth Avenue… what a morning! pic.twitter.com/oOYbGu2SKT
— John Ternus (@johnternus) September 18, 2026
Ternus swung open the doors at 8 a.m. ET, waved to customers who had lined up overnight, and even ushered in the first buyer of a burgundy iPhone 18 Pro Max. The cube itself was dressed in burgundy, glacier, and silver — three of the four new finishes.
MacDailyNews Take: Happy iPhone (Pro) day!
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