Apple $AAPL today started selling the new iPhone 18 Pro and in some countries long lines formed in front of stores again. In China or India, people waited for 10 to 12 hours just to be among the first to have the new model.

This is a good reminder of how strong a brand Apple still has. Every year, it is discussed that the new iPhone is no longer a revolution, that there are few changes, and that the phones are increasingly expensive. But then sales day comes and people still stand in line for hours.

For Apple, it is also important that the iPhone is not just the phone itself. Once you have an iPhone, you often add AirPods, Watch, Mac, and pay for services. That ecosystem then keeps customers inside much better than the hardware alone.

China remains very important for Apple, but at the same time it faces increasing competition from Huawei and other domestic brands. That makes it even more interesting that there is still such a buzz around new iPhones there.

And this year Apple isn't stopping there. The foldable iPhone Duo will only go on sale on October 23, with pre-orders set to begin on October 16. So today's lines are mainly around the classic Pro models, while the biggest novelty of the year is yet to come.

Does anyone have Apple in their portfolio? And do you still see brand strength as the main reason to hold the stock?