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A customer showing off their new iPhone 15 Pro Max at Apple Central World in Bangkok.
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On Friday, September 22, iPhone 15, iPhone 15 Plus, iPhone 15 Pro, iPhone 15 Pro Max, Apple Watch Series 9, Apple Watch Ultra 2, the new Apple Watch SE, and AirPods Pro (2nd generation) with MagSafe Charging (USB-C) arrived in Apple Store locations around the world. Apple team members celebrated with the first customers to explore the latest products, and were ready to support them with exceptional service and personalized shopping assistance.
The iPhone 15 lineup features a new design with a durable, color-infused back glass and a new contoured edge, and with its aerospace-grade titanium design that’s strong yet lightweight, iPhone 15 Pro delivers Apple’s lightest Pro models ever and ushers in next-level performance and mobile gaming with A17 Pro. The camera systems across the full lineup take portrait photography to the next level with improvements in low-light performance, and a new 5x Telephoto camera — available exclusively on iPhone 15 Pro Max — that’s great for close-ups, wildlife photos, and more.
Apple Watch Series 9 is more powerful than ever with the new S9 SiP, and together with the new Apple Watch SE and Apple Watch Ultra 2 achieve a significant environmental milestone toward Apple 2030: Apple’s plan to be carbon neutral across its entire business, manufacturing supply chain, and product lifecycle by 2030. For the first time, customers can choose a carbon neutral option of any Apple Watch. All models introduce a groundbreaking new double tap gesture, and Ultra 2 has the same 36-hour battery life with regular use and up to 72 hours in Low Power Mode. 
Customers can discover and buy Apple Products at their local Apple Store, as well as on and the Apple Store app. In-store and online, Apple Specialists are available to help customers with many great retail services, including choosing the products that best fit their needs, trading in old devices, finding a carrier offer, and getting new devices up and running.
The crowd outside Apple Central World in Bangkok.
Customers trying out iPhone 15 Pro Max (left) and iPhone 15 Pro (right).
A customer takes a selfie with the pink iPhone 15 Plus at Apple Central World in Bangkok.
Apple Central World team members celebrate the first iPhone 15 customers to arrive at the store.
A customer unboxes their new iPhone 15 Pro with an Apple Central World team member’s assistance.
The queue outside Apple Nanjing East in Shanghai.
A young customer shows off their blue iPhone 15 Pro Max purchase.
Customers at Apple Nanjing East line up indoors waiting to purchase their new products.
The iPhone 15 display table showcasing the full color lineup: black, blue, green, yellow, and pink.
A customer holding the pink iPhone 15 while speaking with a team member at Apple Nanjing East.
Team members welcome customers as they enter Apple Sanlitun.
An overhead view of the crowd outside Apple Sanlitun.
A team member takes a selfie with Deirdre O’Brien and others using the white iPhone 15 Pro.
Apple’s Deirdre O’Brien poses for a group selfie with team members at Apple Sanlitun.
A customer tries on the new Apple Watch Series 9.
The crowd inside Apple Sanlitun for the arrival of the new iPhone 15 and Apple Watch lineups.
Two customers smile and hold up two iPhone devices inside Apple Sydney, Australia.
An Apple team member helps a customer shop for iPhone 15 Pro at Apple Sydney, Australia.
Team members and customers inside Apple Sydney, Australia.
A happy customer holds up a new iPhone 15 Pro inside Apple Sydney, Australia.
Two customers try out Apple Watch Ultra 2 inside Apple Sydney, Australia.
Apple Sydney team members applaud customers inside Apple Sydney, Australia.
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