Apple CEO John Ternus opened Apple Fifth Avenue for the first US sales of the iPhone 18 Pro on Friday, joined by retail head Deirdre O'Brien and marketing VP Greg Joswiak. The iconic glass cube was decorated in the new iPhone colors for the event. However, the launch was met by protesters from the child safety group Heat Initiative, who parked at least six vans with illuminated signs along Fifth Avenue by 4 A.

M. Eastern. Signs read "Apple is powered by child sexual abuse" and "John Ternus - what will you do?" The store opened at 8 A.

M. to crowds reminiscent of the iPhone 17 Pro launch in 2025. Neither Heat Initiative nor Apple has commented on the protest. Meanwhile, iPhone 18 Pro and iPhone 18 Pro Max models are now arriving for pre-order customers.