Apple to stagger iPhone 18 series launch across fall and spring
Apple plans to release the iPhone 18 Pro, Pro Max and Ultra models in September, with the remaining iPhone 18 lineup slated for a spring 2027 debut, aiming to reduce crowding at its annual event.
Apple is set to unveil only three models of its upcoming iPhone 18 series—iPhone 18 Pro, iPhone 18 Pro Max and an all-new foldable iPhone—during its September event, postponing the rest of the lineup to the following spring. The company’s iPhone range will expand to six models: iPhone 18, iPhone 18 Pro, iPhone 18 Pro Max, iPhone 18e, iPhone Air 2 and iPhone Ultra. Under the new schedule, flagship devices are expected in the fall of 2026, while lower-priced models will appear in spring 2027.
The split-release approach follows a pattern of growing product breadth; earlier generations featured three models, later expanding to four, five and now six. Apple appears to be responding to historically weaker launch performance of its fourth-tier devices, such as the iPhone mini and Plus variants, by giving them a separate launch window.
Analysts note that Apple may align production processes for the iPhone 18 and iPhone 18e, potentially narrowing the differences between the two in terms of display and camera specifications. The company has not confirmed whether any models will be cancelled.
Industry observers suggest the staggered rollout could influence average selling prices, as early buyers may opt for higher-priced flagship models in the absence of lower-cost alternatives at launch. The effectiveness of this strategy in boosting overall sales remains to be seen.