But this year, Apple has started its September event with the iPhone 18 Pro and iPhone 18 Pro Max, instead of launching the regular iPhone 18 at the same time. Apple normally launches its new iPhone range around September every year. The lineup usually includes a regular/base iPhone, along with more expensive Pro models.
Apple’s new iPhone launch plan
Apple is also expected to introduce a foldable iPhone during the event. The change could help Apple avoid putting all of its new iPhones on sale at the same time. Apple usually sees a major jump in sales during the year-end holiday quarter, especially in the US and Europe. By launching some iPhones later, Apple could spread demand across different parts of the year instead of depending heavily on the holiday season.
Apple is expected to hold back its more affordable iPhone models until spring 2027. The regular iPhone 18 and the iPhone 18e are expected to be part of that spring launch. The iPhone Air 2 could also launch around the same time. Reuters reported that Apple is expected to focus this year’s launch on the iPhone 18 Pro, iPhone 18 Pro Max and the new foldable iPhone, while delaying updates to the cheaper models until spring.
This means the company is moving away from its traditional “all iPhones launch together” schedule. Reuters said the move is aimed at smoothing Apple’s annual sales cycle.
Apple could use a lower-cost display and share more components with the iPhone 18e to keep the price down. The regular iPhone 18 is expected to get a 2nm A20 chip, more RAM, a smaller Dynamic Island and Apple’s C2 modem chip, according to MacRumors.
