Apple is reportedly planning a major change to its traditional smartphone launch strategy. According to ETNews, the company will not be releasing the base iPhone 18 model in 2026 as previously expected. Instead, its launch has been pushed back to the first half of 2027, where it will debut alongside a new budget variant, the iPhone 18e.
Apple is reportedly focusing on premium devices in 2026, which will be unveiled in September. These are likely to include the iPhone 18 Pro, iPhone 18 Pro Max, iPhone 18 Air, and the company's first foldable smartphone, the iPhone Fold. These models are expected to feature a new bezel-less design, while the Pro versions are expected to feature under-display Face ID, a variable aperture camera, and the A20 processor, manufactured on TSMC's 2nm process.
The foldable iPhone Fold is expected to feature a titanium body, an ultra-thin glass display, and a book-like form factor. Its estimated price could reach $2,000.
The spring 2027 release will include more affordable models, the iPhone 18 and iPhone 18e. They will receive updated displays with increased refresh rates, although the "e" model may have limited specs.
The change in schedule is due to the need to optimize resources for the launch of a foldable device and the desire to maintain interest in the brand throughout the year by releasing iPhones in the spring and fall. At the same time, such a strategy could weaken the effect of the annual September announcement and create additional competition from Android manufacturers.