Apple’s iPhone 18 Pro, Apple Watch Series 12 and AirPods 5 Launch in Stores Worldwide

Apple’s latest hardware lineup, led by the iPhone 18 Pro and iPhone 18 Pro Max, arrived in stores across more than 65 countries and regions on Friday, September 18, 2026, drawing overnight queues at Apple Store locations from Seoul and Dubai to Mumbai and London.

The launch day also brought the Apple Watch Series 12, Apple Watch Ultra 4, and AirPods 5 to retail shelves, nine days after the company unveiled the products at its ‘Surprise and Shine’ keynote on September 9.

Global Queues and First-Day Demand

At the Apple Store in Myeongdong, Seoul, customers began lining up as early as 7 p.m. the previous evening. The first customer in line, identified as Lee Young-ju, waited approximately 13 hours to purchase a Glacier-colored iPhone 18 Pro and an Apple Watch Series 12, according to Seoul Shinmun.

In Dubai, the Apple Store at Dubai Mall opened two hours earlier than usual to accommodate the crowd. Mohammad Shaka, the first customer through the door, told The National that it was his ‘destiny’ to get the new phone on launch day. ‘I buy all the iPhones,’ he said. ‘Next month they launch the new Duo folding mobile. It’s going to be the best.’

Hundreds of customers also queued at Apple Stores in Mumbai, Delhi, and other Indian cities, with fans arriving overnight ahead of the 8 a.m. opening, according to OneIndia.

Pre-Order Data Shows Strong Preference for Pro Model

South Korean carrier data indicated that the smaller iPhone 18 Pro accounted for the majority of pre-orders. SK Telecom reported that the Pro model made up 78 percent of its total pre-orders, while KT reported approximately 70 percent and LG Uplus approximately 80 percent, according to Seoul Shinmun.

In China, the iPhone 18 Pro Max drew premium resale offers from scalpers, with markup prices ranging from 300 to 800 yuan above official pricing for the 256GB and 512GB models, particularly the new Burgundy color, according to a report from Sina Finance. The standard iPhone 18 Pro saw less resale interest, with some third-party e-commerce platforms offering discounts of up to 900 yuan on the 256GB model.

Pricing and Hardware Changes

The iPhone 18 Pro series features the A20 Pro chip manufactured on a 2-nanometer process, a new vapor chamber cooling system, and a variable aperture on the 48-megapixel Fusion main camera, a first for iPhone. The iPhone 18 Pro starts at 9,999 yuan in China, while the Pro Max starts at 10,999 yuan.

Apple also raised prices across the Pro lineup compared to the previous generation. The 256GB and 512GB iPhone 18 Pro models each increased by 1,000 yuan, while the 1TB version rose by 2,500 yuan. The iPhone 18 Pro Max saw similar increases, with the new 2TB variant priced at 20,499 yuan.

Analyst Jeff Pu of GF Securities noted in a recent investor report that initial demand for the iPhone 18 Pro series appeared relatively moderate, citing limited hardware upgrades and higher prices as potential factors.

Apple Watch and AirPods Updates

The Apple Watch Series 12 and Apple Watch Ultra 4 both feature the new S11 chip, which enables enhanced health and AI features. The Series 12 starts at $399, while the Ultra 4 starts at $799, maintaining the same pricing as their predecessors.

The AirPods 5 introduce improved active noise cancellation, rated at 50 percent better than the previous generation, along with Live Translation and Siri AI integration. The standard model starts at $129, with a wireless charging case version available at $149.

iPhone Duo Foldable Set for October Release

Apple’s first foldable smartphone, the iPhone Duo, was announced at the September 9 event but will not reach stores until October 23, with pre-orders opening on October 16. The device features a 7.6-inch inner display that folds down to roughly passport size and starts at $1,999 in the United States.

The iPhone Duo marks the first major product launch under new CEO John Ternus, who took over from Tim Cook on September 1, 2026. At the keynote, Ternus reintroduced the phrase ‘one more thing’ before unveiling the foldable device, saying it would ‘redefine the experience of using a foldable phone.’

As of September 18, 2026, the iPhone 18 Pro, iPhone 18 Pro Max, Apple Watch Series 12, Apple Watch Ultra 4, and AirPods 5 are available for purchase in stores and online. The iPhone Duo remains available for pre-order ahead of its October release.