Apple
CEO Tim Cook opened the company’s Fifth Avenue store in New York City on Friday to celebrate the official launch of the iPhone 15 lineup, the Apple Watch Series 9, and the Apple Watch Ultra 2.
Customers eagerly gathered at the store to get their hands on these new devices, resulting in a line that extended from Fifth Avenue all the way to Madison Avenue. One enthusiastic customer revealed that he had been waiting in line since 8 p.m. the previous night. Cook personally unlocked the store and took selfies with customers as they entered.
Apple had previously announced these new devices at its annual launch event earlier this month, and preorders began on September 15. Analysts and investors are closely monitoring the impact of the new iPhones on the global smartphone market, which is projected to reach a ten-year low this year, according to a report from Counterpoint Research in August.
In a note on Thursday, Bank of America analysts stated that while ship dates for the iPhone 15 Pro and Pro Max models were extended, they were “somewhat lower” on average compared to last year’s preorder cycle.
Shares of Apple saw a minor increase of less than 1% on Friday morning. CNBC reached out to Apple for comment, but the company did not respond immediately.
The new iPhone 15 lineup starts at $799 and boasts a USB-C charging port and a sleek titanium exterior. CNBC’s Kif Leswing conducted a test on the two new Pro iPhones, which are priced starting at $999 and $1,199, and concluded that the titanium exterior is a “significant upgrade” as it makes the phone feel much lighter.
Customers can purchase the new devices either at their nearest Apple Store or online.
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