Apple’s September event has traditionally meant a complete new generation of iPhones arriving together. Today could mark the end of that pattern.
Rather than introducing four closely related iPhone 18 models at once, Apple is expected to concentrate on the top of its lineup with the iPhone 18 Pro, iPhone 18 Pro Max and its first foldable model, reportedly called iPhone Duo. The regular iPhone 18 is instead expected to arrive during the first half of 2027.
The shift would effectively split Apple’s annual iPhone launch into two periods. Premium devices would take center stage in the fall, while more affordable models could arrive in the spring, giving Apple two major opportunities to refresh the iPhone lineup each year.
Bloomberg’s latest reporting ahead of today’s event reinforces just how premium this September’s lineup could be. The foldable iPhone Duo is said to begin at $2,000, while higher memory costs could also contribute to increased pricing for the iPhone 18 Pro family.
The strategy would also give Apple’s first foldable considerably more room in the spotlight. Instead of competing with a regular iPhone 18 for attention, the Duo would sit alongside the Pro models as one of only three major new iPhones unveiled during the company’s most closely watched event of the year.