September 21, 2023 at 10:03 PM EDT

Updated on

September 22, 2023 at 4:05 AM EDT

Apple Inc.’s latest iPhones and watches went on sale Friday, a test of whether a new smartphone design and modest smartwatch changes can help return the company to growth.

The devices are going on sale in about 40 countries in its first wave, including in Australia, Hong Kong, mainland China, the US, UK and France. The iPhone 15 Pro and Pro Max models will represent Apple’s biggest sellers throughout the rest of the year — and the ability to both create and fulfill demand for the products will make or break its holiday period.

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Apple’s iPhone 15 Goes on Sale in Test of Holiday Resurgence