Apple's famous glass cube on Fifth Avenue in New York has been turned burgundy, silver, and glacier as it prepares to welcome the first buyers of the iPhone 18 Pro.
The first pre-orders of the iPhone 18 Pro and iPhone 18 Pro Max are arriving and they are also now in Apple Stores around the world. There have been crowds outside stores in Kuala Lumpur, one of the earliest Apple Stores to open, but now there's something special in New York City.
Apple Fifth Avenue is normally open 24 hours a day, every day, but it has been briefly closed ahead of the iPhone 18 Pro launch. It reopens at 8 A.M. Eastern, and as revealed by Apple CEO John Ternus himself, it's already looking a little different.
From left to right, the cube has been turned burgundy, silver, and glacier, which is Apple's term for its new blue color. These are three of the four colorways of the iPhone 18 Pro, with the only omission being the black version.
While Apple is a Californian company, New York City and Apple Fifth Avenue have often played a key role in iPhone releases. That is at least in part because stores on the East Coast open ahead of those on the West, but still it's been normal to see Tim Cook opening those Apple Fifth Avenue doors.
Cook tended to get a huge welcome from crowds, too, including at the iPhone 17 Pro launch when he was practically mobbed.
Apple does not announce its CEO's itinerary in advance. So it's not known yet whether John Ternus will head for New York, but it is likely.
