- Apple is reportedly shifting its iPhone launch strategy, moving away from its traditional September release for all models, with the regular iPhone 18 not expected to launch this year.
- The iPhone 18 Pro and iPhone 18 Pro Max are set to be unveiled in September, alongside a first foldable device possibly named iPhone Ultra.
- Pre-orders for the new phones will open on Sept. 11, with sales starting on Sept. 18.
- The standard iPhone 18 is now anticipated to debut in Spring 2027, potentially alongside the more affordable iPhone 18e.
- In a recent earnings call, Tim Cook stated that memory pricing is continuing to increase and is having a growing impact on Apple's business.
- This new launch strategy aims to prevent a crowded September event and manage component costs, allowing new models to be available earlier for customers.
Apple is reportedly shifting its iPhone launch strategy, moving the regular iPhone 18's release to spring 2027 while unveiling the iPhone 18 Pro and Pro Max this September. This change aims to manage costs and avoid a crowded launch event, enhancing customer options for new models.124
The iPhone 18 Pro and 18 Pro Max will be introduced alongside Apple's first foldable device, possibly named iPhone Ultra, in September. The absence of the regular iPhone 18 this year allows for a more focused launch, ensuring that the foldable device receives adequate attention without being overshadowed by other models.
The standard iPhone 18 is now anticipated to debut in spring 2027, potentially alongside the more affordable iPhone 18e. This strategic shift is designed to prevent a crowded September event and manage component costs, providing customers with new options earlier in the year, especially for those whose contracts expire or who receive iPhones as holiday gifts.7
In his final earnings call, CEO Tim Cook expressed concerns about rising memory prices impacting the business, stating, “If you look beyond September, we see the market pricing for memory continuing to increase and have an increasing impact on our business.” This pricing pressure may influence the upcoming models' costs, including the iPhone 18 Pro.56
Pre-orders for the new models are expected to open on September 11, with sales commencing on September 18, marking a significant shift in Apple's traditional launch timeline.
“Tim Cook, in his final earnings call before John Ternus takes over Sept. 1, said memory pricing keeps rising and DRAM supply comes from just three suppliers. Apple's Sept. 9 event is expected to debut the iPhone Ultra foldable and Apple Watch Series 12, with preorders opening Sept. 11.”
Forbes
