This is what it's like to be the first person on the new iPhone 18 Pro line
at the Apple Store

Date:
Fri, 18 Sep 2026 16:10:30 +0000

Description:
Apple officially launched the iPhone 18 Pro Max at its Flagship Store in Manhattan, and we were there for Apple CEO John Ternus' big moment and to
chat with Customer Number 1.

FULL STORY ======================================================================Copy link Facebook X Whatsapp Reddit Pinterest Flipboard Threads Email Share this article 0 Join the conversation Follow us Add us as a preferred source on Google Newsletter Subscribe to our newsletter "Feel the vibe here, that's
what I love," said Harry Sung as he stood in the middle of a buzzing Apple Fifth Ave flagship store. Moments earlier, Sung picked up the first burgundy iPhone 18 Pro Max of the day after being ushered into the glass edifice by none other than new Apple CEO John Ternus.

It was a big day for Sung, who scored his second year in a row as the first Apple customer on iPhone launch day, and an even bigger day for Ternus, who was hosting his first iPhone launch store event as CEO. Image 1 of 2 (Image credit: Lance Ulanoff / Future) (Image credit: Lance Ulanoff / Future) Image
1 of 2 View Original Image 2 of 2 View Original It's been a whirlwind few weeks for Ternus, who officially took over for former CEO Tim Cook (new Executive Chairman) on September 1 and, a week later, was on stage unveiling the iPhone 18 Pro line, new AirPods , new Apple Watches , and the exciting foldable iPhone Duo . Latest Videos From TechRadar Watch full video here:

On this day, that flexi-phone was nowhere in sight. Even so, the atmosphere was electric, and it felt, to those of us who've been attending iPhone store launch events for almost 20 years, like the old days.

When I caught up with Ternus inside the store, he told me the day was "exciting," and I could tell he was still a little amped up from the store opening ceremony. You may like Exclusive: John Ternus shares how AI may be
the key to future innovation at Apple Now we know which iPhone Apple really wants you to buy, and John Ternus gave us the key Apple Event 2026 recap foldable iPhone Duo, iPhone 18 Pro, AirPods 5, and more Image 1 of 3 (Image credit: Lance Ulanoff / Future) (Image credit: Lance Ulanoff / Future) (Image credit: Lance Ulanoff / Future) Image 1 of 3 View Original Image 2 of 3 View Original Image 3 of 3 View Original At precisely 8am ET, Ternus appeared behind the frosted glass doors of Apple's Fifth Avenue flagship store and
then swung open the doors. He stood for a time, waving to a cheering crowd, behind which was a small cluster of protesters shouting about, among other things, iPhone manufacturing working conditions. As the groundswell of excitement grew around Ternus, the protesters seemed to lose steam. (Image credit: Lance Ulanoff / Future) Ternus then turned to the long line of iPhone customers waiting outside the store, many of whom had pre-ordered the phone last week, and started greeting them. First up was Sung. Get daily insight, inspiration and deals in your inbox Sign up for breaking news, reviews, opinion, top tech deals, and more. Contact me with news and offers from other Future brands Receive email from us on behalf of our trusted partners or sponsors By submitting your information you agree to the Terms & Conditions and Privacy Policy and are aged 16 or over.

In his arm was a binder full of cards denoting the 120 Apple Stores he'd visited around the world. Sung later told me he had met Ternus once before at another product launch at Apple's "100th store" where he'd had Ternus sign
the book. The inside cover also featured more than half a dozen other Apple executives' signatures (This is not surprising. In another part of the store, I witnessed Apple head of Retail Deirdre O'Brien signing someone's MacBook.) Image 1 of 2 (Image credit: Lance Ulanoff / Future) (Image credit: Lance Ulanoff / Future) Image 1 of 2 View Original Image 2 of 2 View Original
Ternus posed with Sung outside the store and then turned his attention to the next customer.

After collecting his iPhone 18 Pro Max, Sung briefly appeared outside the store again and held his purchase aloft. The crowd cheered again. What to
read next iPhone Ultra will be the star of Apple's 'Surprise and Shine'
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Later, when I asked Sung, 21, how he secured his pole position, he told me that first he pre-ordered his burgundy 256GB iPhone 18 Pro Max online (he never leases and always buys), and then he arrived at the store yesterday at 8:30pm ET and waited. (Image credit: Lance Ulanoff / Future) I asked Sung, who is a native of China but is currently living in New Jersey and attending university, if he's ever owned an Android. He shook his head and then told me his first iPhone was the iPhone 15 .

Why, though, does Sung visit all these stores, and why was he here right now? Sung looked at me like I had lobsters dancing on my head. "I love Apple," he told me, as if nothing could be more obvious. Follow TechRadar on Google News and add us as a preferred source to get our expert news, reviews, and opinion in your feeds. Today's best iPhone 18 Pro and iPhone Duo deals Contract Deals Sim Free gift Apple iPhone 18 Pro 24 months Unlimited mins Unlimited texts 100GB data 79 upfront 52.99 /mth View at Mobiles.co.uk See all prices voucher gift Apple iPhone 18 Pro Max 36 months Unlimited mins 5GB data 50 upfront 55.60 /mth View at Three Home Broadband See all prices We check over 250 million products every day for the best prices Follow TechRadar on Google
News and add us as a preferred source to get our expert news, reviews, and opinion in your feeds. Make sure to click the Follow button!

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Link to news story: https://www.techradar.com/phones/iphone/this-is-what-its-like-to-be-the-first- person-on-the-new-iphone-18-pro-line-at-the-apple-store


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