September 25, 2023: On Friday, Apple CEO inaugurated the Fifth Avenue store to mark the official takeoff of the iPhone 15 sequence in New York, Apple Watch Series 9, and Apple Watch Ultra 2.

 Energetic shoppers thronged the store, forming a queue that extended from Fifth Avenue to Madison Avenue along 58th Street. One individual mentioned waiting in line since 8 p.m. the previous night. During this event, Cook expanded the store and took photographs with the incoming patrons.

Apple had unveiled these new devices at its annual launch event earlier in the month, with preorders starting on September 15. In light of an August report from Counterpoint Research, analysts and investors are closely monitoring whether these tardily iPhones can revitalize the global smartphone market, projected to reach a ten-year low this year.

In a Thursday update issued before the devices became available in stores, analysts from Bank of America noted that shipping dates for the iPhone 15 Pro and Pro Max models were extended but generally lower on average than last year’s preorder period.

The new iPhone 15 lineup costs $799 and boasts a USB-C charging port and a novel titanium exterior. The two new Pro iPhone models, starting at $999 and $1,199, garnered praise for their significantly lighter feel, owing to the titanium material, described as a substantial enhancement.