Apple store workers in Italy strike on iPhone 18 Pro launch day

Employees at Apple’s retail stores in Italy went on strike on Friday over working conditions, coinciding with the global launch of the new iPhone 18 Pro, the latest version of the US technology giant’s premium smartphone.

In central Milan, dozens of workers gathered outside Apple’s flagship glass-cube store, waving red flags and making noise with whistles and rattlers as customers queued to enter the premises, according to foreign media.

“For Apple as a company, image is very important,” said Nicholas Pezze, a Filcams CGIL union representative. “As unions, we thought this would be the right day to stage an image of protest from the workers we represent.”

More than 1,600 employees across 17 Apple stores are affected by the strike, Fisascat CISL said last week.

Apple said its stores would continue operating normally.

“Our retail and online stores are open today, and we are excited to welcome our customers as usual,” an Apple spokesperson said.

Sales of the iPhone 18 Pro began worldwide on Friday. Apple unveiled the device last week alongside the Duo, its first foldable smartphone, which is scheduled to go on sale on October 23.

In Italy, prices for the iPhone 18 Pro start at €1,489 ($1,710), according to Apple’s online store.

The unions said iPhone launches placed additional demands on Apple’s retail workforce, whose roles were becoming increasingly unclear and focused more heavily on customer service.

“Discussions with staff highlighted a worsening in working conditions ... without adequate attention being paid to employees' well-being,” Filcams CGIL said in a statement.

The unions are calling for additional staff to be hired, fixed-term employees to be offered permanent contracts, and part-time workers to be given the option of increasing their hours if they choose to do so.

Apple’s spokesperson said the company was “proud to offer industry-leading compensation and benefits”, citing its private medical, dental and vision coverage, as well as its mental health and wellness support programme.

By Tamilla Hasanova