Apple is expected to revamp its usual iPhone launch strategy starting with the iPhone 18 series. According to a report by The Information, the Pro models will arrive in the fall of 2026, while the standard models are expected to launch later in the spring of 2027. This shift is tied to Apple’s broader product roadmap, which includes plans for new designs and devices, including a foldable iPhone, and aims to offer a broader iPhone portfolio.
In 2026, Apple plans to stagger the launch of new iPhones so more premium models are released in the fall followed by cheaper ones in the spring. It’s also betting on a foldable iPhone and under-display sensors to enable near edge-to-edge screens.
— Wayne Ma (@waynema) May 3, 2025
Starting in 2026, Apple may begin staging its iPhone releases to accommodate more complex production schedules for devices with new form factors. According to the same report, the iPhone 18 series will include multiple models. The iPhone 18 Pro, Pro Max, and a new ultra-thin model (possibly called the iPhone 18 Air) are expected to launch in fall 2026. The standard iPhone 18 and a cheaper variant (potentially named the iPhone 18e) will follow a few months later in early 2027.
This year, Apple will continue with its regular launch cycle, introducing the iPhone 17 series, likely to consist of four models: iPhone 17, iPhone 17 Air, iPhone 17 Pro, and iPhone 17 Pro Max—likely in the fall.
There are several reasons for this shift. First, it gives Apple more time to ramp up production of new form factors, especially the foldable iPhone, which will likely require different materials and assembly processes. Second, it allows the company to ease supply chain pressure and space out its manufacturing operations, particularly as it looks to expand iPhone production in India.
The iPhone 18 lineup itself is shaping up to be a major upgrade. Rumours suggest the top-end iPhone 18 Pro Max could get a variable aperture camera lens to improve low-light photography. Apple is also expected to bring 120Hz ProMotion displays to all iPhone 18 models, including the standard ones, for the first time. Other expected features include under-display Face ID and a next-gen A20 chip, which is likely to be the world’s first smartphone chip fabricated using TSMC’s 2nm process.
Apple’s staged launch strategy not only reflects its changing manufacturing priorities but also sets the stage for more diverse iPhone releases in the future. If this plan proceeds as expected, it could mark a major shift in how Apple handles its flagship product cycle going forward.
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