Apple Stores around the world have begun placing small blue "hello" signs to help customers test the optical zoom feature of the newly launched iPhone 18 Pro and iPhone 18 Pro Max. These signs, which have been spotted in stores through social media and tech news reports, serve as a clear target for users to try out the 8x optical zoom capability of the new smartphones. The signs are part of Apple's effort to let customers experience the advanced camera features firsthand before purchasing. The iPhone 18 Pro and iPhone 18 Pro Max became available in Apple retail stores on September 18, 2026, just six days after preorders started. The base models begin at $1,199 in the U.S., £1,199 in the U.K., and AU$2,099 in Australia for the 256GB iPhone 18 Pro, while the iPhone 18 Pro Max starts at $1,299 / £1,299 / AU$2,299. These devices are part of Apple's latest lineup, offering improved features for photography and videography. One of the new features in the iPhone 18 Pro series is enhanced Pro controls, which let users fine-tune camera settings such as aperture, shutter speed, and white balance on a shot-by-shot basis. These settings can be tested using the "hello" signs in Apple Stores, allowing customers to see the impact of different adjustments on the camera's performance. New Apple CEO John Ternus attended an event at the New York Apple Store to mark the launch of the iPhone 18 Pro, along with the Apple Watch Series 12, Apple Watch Ultra 4, and AirPods 5. However, the event did not mention the "hello" signs, which have become a subtle but practical addition to the retail experience. Meanwhile, the standard iPhone 18, which is not part of the Pro line, is expected to launch in early 2027, along with the iPhone 18e and the iPhone Air 2.