Abstract:
With the official launch of iPhone 18 Pro and iPhone 18 Pro Max, Apple’s iconic glass cube retail store on Fifth Avenue in New York, USA has also been specially decorated. Apple changed the glass cube into three colors: burgundy red, silver and glacier blue from left to right to echo the body color of the new generation iPhone 18 Pro.
The first batch of pre-orders for iPhone 18 Pro and iPhone 18 Pro Max have begun to be delivered to consumers, and Apple retail stores around the world have officially entered the launch stage of the new machines. In some markets that opened earlier, such as Kuala Lumpur, Malaysia, consumers have already lined up outside Apple stores to buy new phones. As the United States enters the launch day, the Apple Store on Fifth Avenue in New York has also become one of the important locations for this launch event.
Apple’s Fifth Avenue store is usually open 24 hours a day, but in order to welcome the official launch of iPhone 18 Pro, the store will be temporarily closed before the release and will reopen at 8 a.m. local time. Apple's current CEO John Ternus also posted a message on social platforms, showing the special changes of this iconic Apple Store before it opened.
The three colors used in the glass cube correspond to the burgundy red, silver and glacier blue of the iPhone 18 Pro respectively. Among them, Glacier Blue is Apple’s official name for the new blue color. These three colors all belong to the four body colors of the iPhone 18 Pro. The only color that does not appear on the glass cube is black.
iPhone 18 Pro is available in four options this year: black, silver, glacier blue and burgundy red. Compared with the cosmic orange, dark blue and silver used in the previous generation iPhone 17 Pro, the overall color matching of the new phone has changed significantly. The return of black also responds to the previous demand of some users for the lack of traditional dark body options.
The Apple Store on Fifth Avenue in New York has long been one of the important symbols of Apple's new product launches. Since some direct-operated stores on the east coast of the United States open their business hours earlier than those on the west coast, this is often one of the first Apple direct-operated stores to welcome customers on the day the new iPhone is launched. In the past, Apple CEO Tim Cook personally visited the Fifth Avenue store to open the door to consumers on the day when new products were launched, and was often warmly welcomed by the crowd at the scene.
When the iPhone 17 Pro was launched last year, Cook’s appearance at the Fifth Avenue store attracted a large number of consumers to watch, and the scene was almost surrounded by crowds.
However, Apple usually does not announce the CEO's specific itinerary in advance, so it is unclear whether John Ternus will personally go to the Fifth Avenue store in New York to attend the iPhone 18 Pro launch event. Considering the special status of this directly-operated store in Apple's new product launch, whether he will show up has become a major attraction on the launch day.
The iPhone 18 Pro series itself also brings a number of hardware upgrades, including the A20 Pro chip, a new generation of larger heat dissipation system, and a new variable aperture main camera. The main camera of the new phone can adjust the aperture between f/1.48 and f/4.0, and with the new Pro control function, users can more directly control parameters such as aperture, shutter speed, white balance and focus.
As the first batch of consumers began to receive their new phones, Apple further created a launch atmosphere for this new flagship’s official entry into the market through the special arrangement of the Fifth Avenue glass cube.
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