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You can now buy the iPhone 18 Pro, Apple Watch Series 12 and AirPods 5 from Apple.
Photo: Apple

The wait for Apple’s latest gear is over. The iPhone 18 Pro and iPhone 18 Pro Max hit retail stores Friday alongside the Apple Watch Series 12, Apple Watch Ultra 4 and AirPods 5.

Crowds lined up outside Apple Stores around the world, even as a highly unusual launch cycle took place for the latest iPhones.

iPhone 18 Pro launch

Naturally, Apple’s newest hardware brings the requisite upgrades: better cameras, faster chips, new health-tracking capabilities and more powerful active noise cancellation. But things are a bit strange for this year’s iPhone launch.

With higher iPhone prices across the board, key features arriving later via software updates, and an entirely new folding iPhone Duo waiting in the wings, there’s more to this launch than simply lining up for the latest shiny handset. Those factors — as well as a seeming lack of enthusiasm about the iPhone 18 Pro and a total lack of a “standard” iPhone 18 — raised questions about whether the usual massive launch-day crowds would appear.

Just picked up my iPhone 18 Pro Max in Glacier!

Hands down the best colour this year! pic.twitter.com/9wQYTsygdQ

— sid (@immasiddx) September 18, 2026

The scene in New York City looked typically boisterous. A handful of top Apple execs — including new Apple CEO John Ternus — made the traditional trek to Manhattan to attend the launch at Apple’s flagship store in the city.

“Apple Fifth Avenue… what a morning!,” Ternus said Friday on X.

Apple Fifth Avenue… what a morning! pic.twitter.com/oOYbGu2SKT

— John Ternus (@johnternus) September 18, 2026

Our own Ed Hardy was at an Apple Store in Atlanta, and saw for himself the crowd of people there to pick up an iPhone 18 Pro or Pro Max.

“I expected to see shorter lines because the basic iPhone 18 model won’t be out for months,“ he said. “But I couldn’t see any significant difference between the crowd outside the Apple Store today versus previous years when Apple was releasing three or four new iPhone models instead of just two.”

Hardy continued with, “It’ll be interesting to see what the lines are like when the iPhone Duo launches in October.”

iPhone 18 Pro launch draws lines around the world

Outside the United States, things looked pretty exciting as well. Across the globe, people lined up at Apple Stores to score the latest gear. And many posted jubilant photos of their purchases.

Dubai shoppers queue from 3am at Dubai Mall to be first to buy Apple’s new iPhone 18 Pro Max, with Burgundy models and big storage upgrades in highest demand.https://t.co/AjKXE9cdsl pic.twitter.com/v06Nqh77Sd

— Gulf News (@gulf_news) September 18, 2026

Mumbai, Maharashtra: The first sale of Apple’s iPhone 18 series began in India and other major markets on September 18, 2026. A large number of customers visited the Apple Store in Mumbai’s BKC area pic.twitter.com/Ml6FHqrnnI

— IANS (@ians_india) September 18, 2026

Finally bought an iphone 18 pro max burgundy ❤️ pic.twitter.com/2T7RiPdPPg

— Taurus (@itz_chillax) September 18, 2026

VIDEO | Delhi: People line up outside Apple Store at Select Citywalk Mall ahead of the official sales launch of the iPhone 18 Pro and iPhone 18 Pro Max in India.#Apple #iPhone18Pro

(Full video available on PTI Videos – https://t.co/d8jp61yd2p) pic.twitter.com/8PXqrTlwS2

— Press Trust of India (@PTI_News) September 18, 2026

Launch day at Apple Sydney and the queue is out the door

The iPhone 18 Pro is officially on sale in Australia from today, starting at $2,099 for the 256GB model. Plenty of Sydneysiders were keen enough to line up for it in person.

We've spent a week with it, and our full… pic.twitter.com/e9XNwsYDss

— Man of Many (@manofmany) September 18, 2026

Bigger line than last year at the Apple Store for iPhone 18 Pros! pic.twitter.com/OB0vzL0m9n

— Brandon Butch (@BrandonButch) September 18, 2026

Long queue outside the Apple Store on Regent Street at the launch of the 18 model. pic.twitter.com/3GQxGfABz3

— Harman Singh Kapoor (@kingkapoor72) September 18, 2026

iPhone 18 Pro brings better cameras and a higher starting price The iPhone 18 Pro hides some useful upgrades.
Photo: Apple

Apple opened iPhone 18 Pro preorders on September 12, a few days after unveiling the phones.

Both models launch today in more than 65 countries and regions, including the United States, United Kingdom, Australia, Canada and India. Another 20 markets follow on September 25.

The iPhone 18 Pro brings notable internal upgrades over flashy design changes. There’s a new 48MP main camera with a variable-aperture lens. It also features a wider f/1.48 lens for better low-light performance.

A faster and more efficient A20 Pro chip is paired with a bigger vapor chamber cooling system. This helps deliver better performance and cooler temperatures.

A smaller Dynamic Island allows room for up to three Live Activities at once.

Another major upgrade on the new iPhones is longer battery life. Apple says the iPhone 18 Pro Max packs the biggest battery ever in an iPhone and lasts longer than ever before.

Unfortunately, all these upgrades come at a higher starting price. The iPhone 18 Pro costs $1,199 for 256GB, while the Pro Max starts at $1,299. Both come in black, silver, glacier and burgundy, with storage options topping out at 2TB.

Also read:

• iPhone 18 Pro vs. iPhone 15 Pro: Is it finally time to upgrade?
• iPhone 18 Pro vs. iPhone 17 Pro: How much better is the new Pro?

Apple Watch Series 12 and Ultra 4 focus on health tracking Ceramic casing makes a comeback with Apple Watch Series 12.
Photo: Apple

The Apple Watch Series 12 and Apple Watch Ultra 4 pair a new S11 chip with Apple’s redesigned Health Sensing System. A more efficient and larger optical heart rate sensor allows for more frequent heart rate and heart rate variability measurements. This powers a new readiness score, giving you an indication of how prepared your body is for the day ahead.

Ceramic casing also makes a comeback, with Apple Watch Series 12 available in premium pearl white and night blue finishes. Ceramic sits alongside the aluminum and titanium options for Series 12, while the Apple Watch Ultra 4 features the same two casing choices as its predecessor: natural or black titanium.

Apple Watch Series 12 uses Ceramic Shield 2 cover glass, which Apple says is 60% tougher than the previous Ion-X glass. The Apple Watch Ultra 4 uses a sapphire crystal cover glass.

Audio Intelligence, one of the main features of the Apple Watch Series 12, will only arrive later this year.

The Series 12 comes in 42 mm and 46 mm sizes, with prices starting at $399.

The Apple Watch Ultra 4 also launches today. It features the same outer casing as its predecessor but gets a faster new S11 chip and other health upgrades as seen on the Series 12. 

Also read:

• Apple Watch Series 12 vs. Series 11 comparison: Worth the upgrade?
• Apple Watch Ultra 4 vs. Ultra 3: Same looks, bigger ambitions

AirPods 5 make noise cancellation more affordable

With AirPods 5, Apple brings active noise cancellation to its $129 earbuds. Both versions now include ANC. 

Apple says they remove up to 50% more external noise than AirPods 4 with Active Noise Cancellation. The earbuds retain an open-ear design and gain an updated acoustic architecture and Adaptive EQ. When paired with a compatible device, they also support Live Translation.

AirPods 5 come in two variants. Paying $149 gets you the version with a wireless charging case. It also delivers longer battery life and features on-stem volume controls.

If you could not get your iPhone, AirPods or Apple Watch preorder in early, you can get your hands on them today from your nearest local Apple Store.

iPhone Duo arrives in October

If it’s the iPhone Duo, Apple’s first foldable iPhone, you’re excited about, you’ll have to wait a little longer. The iPhone Duo goes up for preorder on October 16 and hits retail stores a week later, on October 23.

We originally published this story on the iPhone 18 Pro launch at 3:27 a.m. on September 18. We updated the post with new information as the day progressed.