Heavy foot traffic was recorded at the Apple Store at Florida Mall during the first weekend of sales for the new generation
The first weekend of iPhone 18 Pro sales kicked off with a packed store in Orlando. On Saturday, September 19, LFW Media recorded long lines and heavy foot traffic at the Apple Store at Florida Mall, one day after official sales began in the United States.
The new generation hit stores on Friday, September 18, following a week of pre-orders. The iPhone 18 Pro starts at $1,199, while the iPhone 18 Pro Max starts at $1,299. Both models come with 256GB of base storage, with configurations available up to 2TB.
What changed compared with the iPhone 17
Among the main upgrades is a 48-megapixel Fusion main camera with a variable aperture, allowing greater control over light and depth of field. Apple also introduced the new A20 Pro chip, an updated cooling system and a smaller Dynamic Island. According to the company, the Pro Max received the biggest battery improvement ever introduced in an iPhone.
Artificial intelligence also plays a bigger role, with new Siri features and processing powered by the A20 Pro. For consumers who already own a recent iPhone 17, however, the main differences are concentrated in the camera, performance, battery life and AI features, making the upgrades more significant for users who rely heavily on photography, video and demanding processing tasks.
Prices are higher, but consumers are still showing up
The new models also come with a higher price tag. The Pro lineup starts $100 higher than the previous generation, at a time when elevated costs and inflationary pressures continue to affect American consumers.
That is precisely what makes the scenes recorded in Orlando stand out. Even with smartphones priced above $1,000 and some American households feeling the effects of the rising cost of living, customers were lining up to enter the Apple Store at Florida Mall.
But that does not mean the United States is simply experiencing a “consumer crisis.” The latest figures paint a more mixed picture. U.S. retail sales rose 1.2% in August, beating expectations, while inflation continues to put greater pressure on lower-income consumers.
Apple is also trying to lower the price barrier through financing and trade-in programs. In the United States, trading in certain iPhone models can provide up to $885 in credit, while carrier promotions can offer as much as $1,200 in credits, depending on the plan and the device being traded in.
The crowds seen at Florida Mall show that, at least during this first weekend, interest in the new generation remains high in Orlando.
Sources: Apple, Reuters and LFW Media reporting at Florida Mall in Orlando.
