Was the Apple iPhone 18 Pro Max spotted in a store before launch?
Many Apple fans are eagerly awaiting the new iPhones being unveiled on September 9, 2026, by new Apple CEO John Ternus and his team as part of the "Surprise and Shine" event, so it would be nice if they were already on display at a mobile phone store and available for inspection. A video uploaded by Korean blogger Landsk, among others, appears to suggest exactly that. Apparently recorded in Russia, the video shows two professionally secured iPhone 18 Pro Max models displayed in a store in two of the rumored colors, red and blue. They also appear to be the same size as an iPhone 17 Pro Max as a quick comparison suggests.
Turned of display probably means it's a dummy
However, appearances can be deceiving. Just because the two devices shown in the video look highly authentic and are secured like real smartphones does not necessarily mean they are functional phones. Since there is no proof, such as an active display showing the Always-on-display, it is safe to assume that the retailer has obtained some of the dummy models that have become ubiquitous in recent weeks and is now displaying them ahead of the availability of the actual iPhone 18 Pro generation. In fact, the sales sign also points to an upcoming launch: Translated into English it says "Coming soon." In addition to the red and blue color options, dark gray and silver versions of the iPhone 18 Pro (Max) are also expected. According to our research this video was recorded in a ReStore location. Their website also contains AI-generated iPhone 18 Pro renders.
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