Apple unveiled the iPhone 18 Pro, Pro Max and its first foldable iPhone Duo, but left out the standard iPhone 18, which could instead make its debut in early 2027.

At its Sept. 10 event, Apple introduced a range of new products, led by the iPhone 18 Pro, Pro Max and iPhone Duo, its first foldable iPhone. One notable model, however, was missing: the standard iPhone 18.

Apple has not explained the delay. Rumors suggest the iPhone 18 could be introduced in early 2027 rather than alongside the premium models in September, as has traditionally been the case.

The move comes at a time of significant change for Apple. It was CEO John Ternus’ first launch event since taking over from Tim Cook on Sept. 1. The arrival of a foldable iPhone also marks Apple’s expansion into a new segment, while the company faces a RAM shortage that is driving up memory and component costs.

The iPhone 18 Pro is already $100 more expensive than its predecessor, while Apple has also adjusted the price of the iPhone 17. Against that backdrop, holding back the standard iPhone 18 could offer Apple several advantages.

An opportunity to boost revenue

The most obvious reason is that consumers looking to upgrade their iPhones this year have fewer new, lower-priced options. The iPhone 18 Pro and Pro Max are naturally more expensive than a standard model, while the iPhone Duo also sits firmly in the premium segment.

Apple could also be looking to spread out its product launches to better balance supply and demand, particularly as component costs rise amid the RAM shortage.

Nabila Popal, senior research director at International Data Corporation (IDC), said such a move would make strategic sense and would not necessarily be driven by supply constraints.

“Apple could spread shipments more evenly throughout the year while focusing attention on its premium models in the fall, particularly the new foldable iPhone,” Popal said.

A later launch for the iPhone 18 may not have a significant impact on sales either. According to Popal, during the first halves of 2024 and 2025, standard iPhone models introduced the previous fall still accounted for around 16% of Apple’s total iPhone shipments.

Could the iPhone Air disappear?

Alongside the apparent delay of the iPhone 18, Apple also appears to be reconsidering its strategy for the iPhone Air.

The iPhone Air attracted attention last year with its ultra-thin design, as Samsung pursued a similar trend with the Galaxy S25 Edge. In 2026, however, relatively few premium smartphones have made thinness a major selling point.

According to IDC, Apple sold just 7.7 million iPhone Air units over four quarters, while the Galaxy S25 Edge recorded sales of 2.3 million units over five quarters. Both accounted for less than 1.8% of their respective manufacturers’ total smartphone sales during those periods.

Even so, the experience gained from developing ultra-thin phones could still prove valuable to Apple and its rivals as they work to make foldable smartphones slimmer.

iPhone 18 could arrive in the spring

Apple is widely expected to push the standard iPhone 18 launch into early 2027, similar to the timing of the iPhone 17e, which debuted in March 2026.

According to Popal, the iPhone 18 could arrive alongside the iPhone 18e and potentially the iPhone Air 2. If that happens, Apple would effectively establish a new release schedule: lower-priced iPhones in the spring, with premium models continuing to launch in September.

Apple is also changing its pricing strategy. Instead of cutting the previous-generation iPhone’s price by $100 when a new model arrives, the company has raised the iPhone 17 to $900. The iPhone 16 now sells for $800, up from $700 previously.

That approach creates a clearer price gap between the standard models and the more affordable e-series, such as the $600 iPhone 17e, while potentially giving Apple room to introduce the iPhone 18 at a higher price.

A twice-yearly iPhone launch cycle would also bring Apple closer to Samsung’s strategy, with the Korean company typically introducing its premium conventional smartphones early in the year and foldable devices around the middle of the year.

Du Lam