Apple postponed the launch of the iPhone 18, ruling out its scheduled debut in September. The decision affects the presentation calendar of the most anticipated model of the year and changes schedules for retailers around the world.
Mudança on calendar and supply chain impact
The delay in the iPhone 18 represents a break in the manufacturer’s historical pattern. Desde 2014, the company maintains regular September presentations for new smartphone models. Market Analistas point out that the decision involves adjustments to software components and optimizations that were unable to be ready according to the initial schedule. The technology industry is closely following the domino effect that this generates on chip, camera and battery suppliers who work in sync with the Apple calendar.
Varejistas awaits official confirmation on when pre-sales and actual launch will take place. Redes distribution in Brasil and abroad have already reevaluated inventory strategies for the next quarter. The delay also impacts the advertising campaign that had been planned for the third quarter of 2025.
More on this story: Market anticipates details of the iPhone 18: expected launch and value
What is known about the iPhone 18
The new iPhone model brings changes to the external design, greater energy efficiency and improvements to the main camera. Especulações points to the deeper integration of artificial intelligence capabilities, in line with Apple’s global strategy in generative computing.
Entre expected features:
- Tela with new variable refresh rate technology
- Processador more powerful than the current A18
- Bateria with increased capacity and extended duration
- Câmeras rear and front with improved sensors
- Suporte expanded for on-device AI applications
- Chassis with more sustainable materials
Tendências of the market and competitive pressure
Concorrentes like Samsung, Google and Xiaomi continue to release smartphones during the period when the iPhone is absent. The Samsung Galaxy S25, launched in January, has already conquered premium market segments. The absence of the iPhone 18 in September creates an opportunity for Chinese manufacturers to gain space in emerging markets and consolidate their presence in regions where the Apple faces greater competition.
Analistas warn that successive delays in launches could compromise Apple’s market share in the fourth quarter. The iPhone represents approximately 50% of the company’s total revenue, making any change in the schedule critical to the year’s financial results.
Timing reset and next steps
Indicações behind-the-scenes footage suggests the launch could take place between October and November, although Apple has not yet confirmed an official date. The company holds a traditional presentation event in October, where it usually launches the iPad and Mac, but there is no guarantee that the iPhone 18 will be announced simultaneously.
Learn more: Changes to the iPhone 18 Pro Max indicate an unprecedented battery and more robust body
Investidores monitor the situation. Ações of Apple saw moderate downward movement after leaks about the delay. Analistas of investment banks revise revenue projections for 2025 taking into account the redistribution of sales between quarters.
Official confirmation on the new calendar is expected in a direct statement from Apple or during the next financial results conference call, scheduled for the end of May.