Apple is witnessing fundamental changes in its plans to launch smartphones. Recent reports indicate that the regular version of the “iPhone 18” will not be released this year, making the “iPhone 17” the company’s latest entry-level version for a period that may exceed a year and a half.
According to MacRumors, a website specializing in Apple news, the standard version of the “iPhone 18” may be delayed until early 2027, which is unprecedented in the last decade, as Apple has not experienced a full year without an update to its flagship entry-level phone.
This change reflects a shift in Apple’s strategy away from the annual tradition of launching its entire series of phones in September. The company is moving towards a gradual launch strategy, where luxury devices are introduced first in the fall, while more economical or popular versions are released later in the year.
Based on this strategy, Apple is expected to unveil the “iPhone 18 Pro” and “iPhone 18 Pro Max,” as well as the first foldable iPhone, in the fall of 2026. Meanwhile, the regular version of the “iPhone 18” will arrive in the spring of 2027 with devices such as the “iPhone 18e” and the second generation of the “iPhone Air.”
This change is also accompanied by a significant expansion in Apple’s phone lineup, with the company adding devices such as the “iPhone 16e” and “iPhone Air” in 2025.
A foldable phone is expected to be launched in 2026, which means that by the end of next year, the company will have eight different models available for sale at the same time.
This gradual distribution of device releases aims to reduce interference between different models, extend the sales period of each device, and facilitate the company’s marketing and pricing strategies.
