Apple plans to dramatically reshape its iPhone launch strategy by separating the release of its flagship models for the first time since 2011. The base iPhone 18 will debut in spring 2027, approximately six months after the Pro models hit the market.
According to veteran industry analyst Ming-Chi Kuo, Apple will unveil the iPhone 18 Pro, Pro Max, and Air models alongside a new foldable iPhone in fall 2026. The standard iPhone 18 and iPhone 18e will follow with their own dedicated launch event in early 2027.
This strategic shift marks a major departure from Apple's established pattern of releasing all iPhone models simultaneously each fall. The company aims to better compete with Chinese manufacturers who traditionally launch their flagships in the first half of the year.
The staggered release schedule also allows Apple to manage its expanding device lineup more efficiently. With the addition of foldable models, Apple's iPhone portfolio will grow to six distinct devices, up from the current five.
The new launch strategy will continue with future generations, as the iPhone 19 series is expected to follow a similar split release pattern between 2027 and 2028.
Before this change takes effect, Apple will maintain its traditional schedule for the iPhone 17 lineup, expected to launch in September 2025. This release will introduce the new iPhone 17 Air model alongside standard Pro and Pro Max variants.
This bold restructuring of Apple's release calendar represents the company's most substantial change to its iPhone launch strategy since establishing the fall release cycle with the iPhone 4S in 2011.