Apple CEO John Ternus opens Fifth Avenue doors as iPhone 18 Pro hits stores

Apple CEO John Ternus at Apple Fifth Avenue
Apple CEO John Ternus marked his first iPhone launch day as chief executive by opening the glass cube at the company’s Fifth Avenue flagship in New York, greeting a cheering crowd as sales of the iPhone 18 Pro and iPhone 18 Pro Max began Friday, September 18, 2026.
The scene echoed years of Apple CEO store appearances, but this one belonged to Ternus, the longtime hardware chief who took over on September 1st. Ternus later posted his own recap: &