IPhone 18 rumors indicate two-phase launch with possible price increases
Expectations surrounding Apple’s next generation of smartphones are already moving the technology scene, with the beginning of August 2026 bringing a flood of speculation about the iPhone 18 series. It seems that the technology giant may adopt a two-stage launch strategy for its new devices, with some models hitting the market in the autumn of the northern hemisphere and others in the following spring, accompanied by possible price adjustments.
Understand the likely split release schedule
The strongest forecast points to a staggered launch of the iPhone 18 series. Initially, the “iPhone 18 Pro”, “iPhone 18 Pro Max” and the innovative foldable “iPhone Ultra” are expected to be announced in September 2026. A second wave, consisting of the standard “iPhone 18”, the more affordable “iPhone 18e” and a possible second generation of the “iPhone Air”, would be scheduled for spring 2027.
However, there are discussions among experts about the definitive inclusion of the “Air” model in the spring launch phase. This potential split reflects a trend seen in previous years, where more affordable models like the “iPhone 16e” and “iPhone 17e” were introduced months after the flagship variants.
Apple’s new strategic approach to its models
This phased launch strategy represents an evolution in the way Apple approaches its product launches. Traditionally, the company showcased around four iPhone models at a single fall event. The separation between premium models and more basic or accessible versions suggests a more defined policy.
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This approach allows Apple to focus on different market segments at strategic times. By launching the Pro and Ultra models first, the company can meet the demand of consumers most eager for cutting-edge technology. Later, with the standard models, “e” and “Air”, the company can reach a wider audience, who are looking for a more economical option or simply prefer to wait for the first analyses. This also optimizes supply chain management and production capacity for discrete components.
When Apple might announce the iPhone 18 series
The iPhone 18 series announcement event is expected on September 9, 2026. Apple has a history of holding its major launches in the week following Labor Day in the United States, which in 2026 will fall on September 7.
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While most recent events have occurred on Tuesdays, such as in 2021, 2023, and 2025, there have been exceptions in past years. In 2015, when Labor Day fell on the same date, the launch of the “iPhone 6s” also occurred on Wednesday, September 9, reinforcing the probability for 2026.
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Possible dates for pre-sale and official arrival to consumers
- Considering the announcement scenario on September 9, 2026, some projections indicate the following schedule:
- Pre-sales start:September 12, 2026
- Official release date:September 18, 2026
It’s important to note that while pre-sales usually start on Fridays, in 2015 they started on a Saturday. An alternative scenario suggests that the announcement could be delayed until September 15, 2026, with pre-sales starting on September 18 and the final launch on September 25, 2026.
Recent history of iPhone announcements and launches
Keep track of Apple’s key event dates for iPhone launches over the past few years:
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- iPhone 13 (2021):Announcement September 14th, pre-order September 17th, release September 24th.
- iPhone 14 (2022):Announcement September 7th, pre-order September 9th, release September 16th.
- iPhone 15 (2023):Announcement September 12th, pre-order September 15th, release September 22nd.
- iPhone 16 (2024):Announcement September 9th, pre-order September 13th, release September 20th.
- iPhone 17 (2025):Announcement September 9th, pre-order September 12th, release September 19th.
