Apple has updated the exterior of its iconic glass cube store on Fifth Avenue in New York to mark the launch of the iPhone 18 Pro and Pro Max. The glass panels now feature a gradient of burgundy, silver, and glacier blue, matching three of the four available device colors.
The new iPhone 18 Pro lineup is available in black, silver, glacier blue, and burgundy. While the store display highlights three of these shades, the black version is excluded from the installation. This color palette marks a shift from the previous generation's options, which included cosmic orange and deep blue.
The Fifth Avenue location, which typically operates 24 hours a day, was temporarily closed to prepare for the launch event. It is scheduled to reopen at 8:00 AM local time. CEO John Ternus shared images of the updated store on social media, though it remains unconfirmed if he will attend the launch in person.
The iPhone 18 Pro series introduces several technical upgrades, including the A20 Pro chip and an enhanced cooling system. A key feature is the new main camera with a variable aperture ranging from f/1.48 to f/4.0, allowing users to manually adjust exposure, shutter speed, and focus parameters.
