Apple’s iPhone launch is expected to look very different this year

Apple’s annual September iPhone launch has followed a familiar formula for years, but 2026 is expected to mark one of the biggest changes yet to the company’s release strategy.

Rather than unveiling the entire iPhone 18 family together, Apple is widely expected to split its next generation of devices across two separate launch periods, putting its most expensive models in the spotlight first before bringing the standard iPhone 18 to market several months later.

At Apple’s September 9 event, the company is expected to focus on the iPhone 18 Pro, iPhone 18 Pro Max and its first foldable iPhone, which has widely been rumored to launch under the iPhone Ultra name.

The regular iPhone 18, however, is not expected to appear. Instead, reports suggest Apple will hold the device back until spring 2027, potentially around March, alongside the iPhone 18e and second-generation iPhone Air.

That would be a significant departure from Apple’s traditional strategy. In recent years, customers have been able to choose between the standard and Pro versions of the latest iPhone generation at roughly the same time. This year, anyone wanting Apple’s latest hardware immediately could effectively be pushed toward the more expensive Pro or foldable models.

The Apple Post first reported on the expected change last year, following claims from analyst Ming-Chi Kuo and The Information that Apple was preparing to stagger future iPhone releases. More recent supply-chain reports have added weight to those claims, with Apple suppliers appearing to indicate that a major smartphone model has been moved into the first quarter of 2027.

Under the expected schedule, September would effectively become Apple’s premium iPhone launch window. The iPhone 18 Pro and iPhone 18 Pro Max would sit alongside the dramatically different foldable iPhone Ultra, giving Apple three high-end devices to promote throughout the crucial holiday shopping period.

The foldable model in particular could transform the feel of this year’s event. Rather than the standard iPhone acting as the entry point to the new generation, Apple could spend much of the keynote introducing an entirely new category of iPhone. The Apple Post recently published a full roundup of the foldable iPhone, which is expected to feature a book-style design, a large internal display and a price exceeding $2,000.