Apple would be redefining its approach to launching new iPhone models, moving away from the pattern of presenting all devices at a single September event. This year, the expectation is that the basic iPhone 18 will not be launched, with the company prioritizing the iPhone 18 Pro, the iPhone 18 Pro Max and its first foldable device, possibly called the iPhone Ultra, all scheduled for September. The standard model, iPhone 18, would be introduced in spring 2027, alongside the more affordable iPhone 18e. This strategy aims to avoid overcrowded events, optimize component costs and provide new options for consumers with expired contracts or who are looking for holiday gifts, in addition to giving more visibility to the foldable model.
Additional details about this split timeline, including the projected dates for the iPhone 18 debut, were recently updated.
Traditionally, Apple introduced its flagship iPhones in September. However, this dynamic promises to be significantly changed at the company’s next event, scheduled for approximately September 9th. A new report provides information about what could happen from this year onwards.
Apple’s latest series of launches included the iPhone 17, iPhone 17 Pro, iPhone 17 Pro Max and iPhone Air in September 2025. The most affordable model, iPhone 17e, hit the market in March of the current year. This was the second consecutive season in which the company launched five smartphones, following a similar pattern observed with the iPhone 16 line between the end of 2024 and the beginning of 2025.
On the same topic: Technology manufacturer exposes early details of iPhone 18 Pro and Ultra
The next few months should present a completely renewed launch scenario, if the information is confirmed. Curiosamente, o modelo padrão do iPhone 18 não está previsto para este ano, embora sua chegada ainda seja esperada.
It seems unusual for the iPhone 18 Pro and iPhone 18 Pro Max to be launched without the base version of the iPhone 18, but the explanation lies in the volume of devices the company intends to introduce.
The debut of the first foldable iPhone
In addition to the two Pro models, there are strong indications that Apple will present its first foldable smartphone, possibly called the iPhone Ultra. The question then arises: if the company launched four phones last September without any problems, what would be the difficulty with just three now?
Learn more: Google reveals design details of the Pixel 11 Pro Fold in official teaser video
9to5Mac’s Michael Burkhardt noted that with the inclusion of the iPhone Ultra, the annual portfolio would total six iPhones. “It’s a significant number of phones, which would make a very crowded stage if everyone debuted simultaneously,” he said.
At one point, the assessment can be questioned: the six devices would include the two Pro models, the iPhone 18, the iPhone 18e and a second generation of the iPhone Air. There is the belief that the iPhone Air was not designed to be an annual release, which would explain the absence of a number in its nomenclature.
Reasons for Spring 2027 Launch
The decision to postpone the iPhone 18 until spring 2027, with a simultaneous launch as the iPhone 18e, presents a series of advantages.
More on this story: Experts project announcement of the iPhone 18 Pro line for August 2026
Firstly, the rise in component costs, which led manufacturers to increase prices, may have been mitigated by then. Furthermore, the scenario of higher prices already underway could disguise any increase in the final value of the products.
Secondly, for consumers whose carrier contracts end at the beginning of the year or who receive an iPhone as a Christmas gift, it will no longer be necessary to wait nine months for a new model. Instead, there will be the possibility to choose between at least two devices within a few weeks.
Third, the public is already familiar with Apple’s split release schedule, and introducing two phones instead of one makes the event more impactful.
The company must ensure that there are clear distinctions between the standard model and the “e” series, offering customers well-defined options.
Another important point: the second generation iPhone Air will probably not appear this fall, to avoid being overshadowed by the foldable model. Introducing two regular phones and one completely new one is one thing, but adding the second version of another flashy model seems like a less clever strategy.
This therefore paves the way for the iPhone Air 2 to launch alongside the iPhone 18 and iPhone 18e in spring 2027.
Learn more: Apple prepares iPhone 18 Pro with advanced camera and launches first Ultra foldable in 2026
Apple’s Fall Release Calendar
As previously highlighted, Apple’s next special event will take place in September. The most likely date is September 9, although some analysts consider September 8 as a possibility. However, Apple is unlikely to hold an iPhone announcement the day after the Labor Day holiday, which this year will be on September 7th.
Regardless of the exact date Apple chooses, it will be the first time the public will see the iPhone 18 Pro, iPhone 18 Pro Max and the first foldable iPhone. Announcements of the Apple Watch Series 12 and Apple Watch Ultra 4 are also scheduled for the same day. An update to the Apple Watch SE line is not expected, as it occurred last September.
Even with the absence of the iPhone 18 and the second generation iPhone Air, the announced models will follow a strict schedule: pre-sales will begin on September 11th, and the new phones will be available for sale on September 18th.