Apple Stores Use Small Blue 'Hello' Signs for iPhone 18 Pro Camera Tests

Both models offer up to 8x optical zoom. While the iPhone 18 Pro and iPhone 18 Pro Max now include a variable aperture feature on one of their three rear cameras, their optical zoom capabilities are the same as those of the iPhone 17 equivalents that launched in September last year. The latest handsets also add new Pro controls, allowing settings for lens aperture, shutter speed and white balance to be tweaked shot by shot, another feature customers may want to test in an Apple Store.

The iPhone 18 Pro and iPhone 18 Pro Max reached Apple's retail stores on Friday, September 18, six days after preorders started. Prices for the handsets start at $1,199 / £1,199 / AU$2,099 and $1,299 / £1,299 / AU$2,299 respectively for 256GB of storage.

New Apple CEO John Ternus made an appearance at the Apple Store in New York to help celebrate the wider availability of the flagship iPhones, as well as the Apple Watch Series 12, the Apple Watch Ultra 4 and the AirPods 5. He did not mention the new 'hello' signs in stores, according to TechRadar, but customers have spotted them nevertheless. The signs look to be located on higher shelves and fixtures, perhaps to put off anyone wanting one as a souvenir.

For customers wondering where the standard iPhone 18 is and when they will be able to test it, TechRadar reported that it is rumored to be showing up around March, alongside the iPhone 18e and the iPhone Air 2.

Editor's Summary

Apple has introduced small blue 'hello' signs in its retail stores as a focal point for testing the optical zoom on the iPhone 18 Pro and iPhone 18 Pro Max, which are now on sale starting at $1,199 and $1,299 respectively. The phones offer up to 8x optical zoom, the same as the iPhone 17 Pro equivalents, while adding variable aperture and new Pro controls. New Apple CEO John Ternus marked the retail launch in New York, and the standard iPhone 18 is rumored for around March with the iPhone 18e and iPhone Air 2.