Today’s official release of the iPhone 18 Pro and 18 Pro Max has given Apple an opportunity to revamp its stores, showcasing not only the new phones but also the latest Apple Watch models and AirPods 5. Amidst the updated store decor, a subtle new feature might only catch the eye of the keen observer: a small blue “Hello” sign has been placed somewhere on a wall near the iPhone display tables around the world.
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This sign serves a specific purpose: it is used by salespeople to demonstrate the 8x telephoto lens capability of the iPhone 18 Pro. This level of zoom was also available in last year’s iPhone 17 Pro, but now customers have something specific to look for—and possibly to share on social media…
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Ethan Rivers focuses on Android smartphones, emerging mobile platforms, and operating systems. With a critical yet fair perspective, he evaluates devices on performance, design, and ecosystem compatibility.