Apple is planning to split the launch of its highly anticipated iPhone 18 into two distinct phases in 2026, media reports revealed. The move reportedly aims to enhance the marketing and production efficiency of the new devices, allowing Apple to better manage its product lineup amidst increasing competition in the smartphone market.
The launch plan includes a phased release schedule, with the iPhone 18 Pro models expected to debut in the fall of 2026, likely around September, which has traditionally been Apple’s launch window for flagship devices. In contrast, the standard iPhone 18 models, including the less expensive variants, are slated for release in the spring of 2027. This approach, The Information reported, will also feature the launch of a new version of the iPhone 16e during the same spring timeframe.
Read more: Apple’s premium pricing strategy hinders growth in China’s smartphone market: Report
What’s new in design?
Additionally, alongside the iPhone 18 Pro and Pro Max, Apple is rumored to introduce a foldable iPhone in the fall of 2026. This foldable device is anticipated to be a significant addition to Apple’s product lineup, showcasing the company’s ongoing innovation in smartphone design. To reduce reliance on Chinese manufacturing, Apple is reportedly testing the production of the cheaper iPhone 18 models in India, as part of a broader strategy to diversify its supply chain and mitigate risks associated with geopolitical tensions and tariffs.
The decision to split the launch is seen as a response to the intense competition in the smartphone market, particularly from Chinese manufacturers who have been rapidly gaining market share. By staggering the release of its devices, Apple aims to maintain consumer interest and avoid overwhelming its audience with too many new products at once.
Industry analysts have noted that this phased launch could enable Apple to create a more focused marketing strategy for each product line. By separating the Pro models from the standard models, Apple can tailor its advertising and promotional efforts to highlight the unique features and benefits of each device, potentially leading to increased sales and customer engagement. Ming-Chi Kuo, a well-known Apple analyst, suggests that the staggered launch could help Apple close the “marketing gap” that arises from competitors’ more frequent product releases. This approach may also provide Apple with additional flexibility in managing its supply chains and product development timelines.
What’s under the hood?
Regarding the iPhone 18 models, reports indicate that the Pro and Pro Max versions will feature advanced technologies, including under-display Face ID capabilities. This innovation would allow for a more seamless design, with only a small cut-out for the front-facing camera, enhancing the overall aesthetic of the device. Additionally, the iPhone 17 Air, expected to launch later this year, will reportedly be a slimmer version of the iPhone, although it may come with trade-offs in battery life. Apple plans to address this issue by offering an optional battery case for users who prioritize longevity.
