Starting with the iPhone 18, Apple apparently plans to split the release of its new models. Instead of introducing all versions in September as before, the more expensive models will be released in the fall and the cheaper versions in the spring. What may sound unusual at first, upon closer inspection, brings with it some clear advantages – both for Apple and for you as a user.
Well-known analyst Ming-Chi Kuo and the platform The Information both report that Apple will pursue a new strategy starting in 2026. The iPhone 17, scheduled for release in 2025, is expected to be the last generation to be unveiled in September as usual. Things will be different with the iPhone 18, which follows in 2026. The new iPhone models are expected to be released in two waves:
- In fall 2026: iPhone 18 Pro, iPhone 18 Pro Max, iPhone 18 Air and possibly a foldable iPhone
- In spring 2027: iPhone 18 and iPhone 18e
This marks the first time there's a six-month gap between the Pro and base models. Apple apparently wants to respond more flexibly to market conditions while simultaneously further differentiating its product range.
Why Apple is splitting up the iPhone 18
According to The Information , one of the main reasons for this move is that Apple hopes it will boost sales – especially for the cheaper models. When the iPhone 18 and iPhone 18e are released separately in the spring, they will no longer be overshadowed by the more expensive Pro versions. Until now, the standard iPhone was technically solid but rarely exciting. It was cheaper but had fewer features than the Pro series. By presenting it separately, Apple can specifically draw more attention to the base model – and also upgrade its technology. This would make it significantly more interesting for buyers.
Another technical aspect concerns the supply chain. In recent years, certain components—such as LTPO displays for 120Hz ProMotion—weren't available in sufficient quantities to be used in all iPhone models. By separating production, Apple can use such components first in the Pro models and later include them in the base devices once production has ramped up.
What this means for you
One clear advantage of this strategy is obvious: There's no longer a bad time to buy an iPhone. Previously, if you bought a new iPhone in the summer, it was often already almost a year old – and the new model came out shortly after. The new schedule changes things. If you buy an iPhone 18 in July, it will have been on the market for only a few months. If you buy an iPhone 18 Pro in October, it will also be up to date. This reduces the risk of buying just before a model change. Furthermore, the selection is broader for different budgets.
With the iPhone 18e, there will be a more affordable alternative every year in the future. The iPhone 16e – the first model of its kind – uses the iPhone 14 chassis but offers many modern features: USB-C, Apple Intelligence, a 48-megapixel camera, and more. While it costs more than a classic SE model at €699, it also offers significantly more technology. If Apple maintains this pace, you'll be able to get a modern iPhone every year at a lower price – without having to wait years for a new SE model.
What you can expect from the iPhone 18
Even though Apple itself hasn't yet released any official details about the iPhone 18, a lot can be deduced from rumors and previous product cycles. As usual, the Pro models are likely to offer the most powerful chips, most advanced cameras, and best displays. The focus here remains on high-end use – also with a view to features such as AI, which Apple plans to integrate more strongly under the term "Apple Intelligence." The iPhone 18 Air could be a model variant that lies between the basic and Pro segments. Little is known about the foldable iPhone so far, but an introduction is expected for this in fall 2026 – perhaps still as a technological preview. The iPhone 18 and iPhone 18e will follow in spring 2027. Apple is expected to invest more in the entry-level model, especially to make it more attractive. This could manifest itself in better display technology, longer battery life, or new AI functions.
iPhone 18 heralds a new era for buyers
The release of the iPhone 18 not only brings new models, but also a fundamental shift in Apple's strategy. For you as a user, this means:
- More choice throughout the year
- Better technology even in the cheaper iPhones
- Cheaper models with modern features
- More flexible purchasing decisions without bad timing
If Apple implements this plan as reported, the iPhone 18 won't just be another new device—it will mark the beginning of a new phase in iPhone development. You can expect more technically diverse, better-spaced, and overall more targeted product offerings. Looking for new accessories? Visit our Amazon Storefront —there you'll find a variety of products from leading manufacturers, including HomeKit and more! (Image: Shutterstock / ErickPHOTOPRO)
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