Apple is set to alter its traditional iPhone release pattern with the upcoming iPhone 18 series, according to a recent Bloomberg report. The tech giant is reportedly planning to stagger the launch of its new devices, spreading the introduction of the entire lineup over two years rather than unveiling all models simultaneously.
Despite no formal statements from Apple about the next generation of smartphones, industry sources have revealed that the company is preparing to launch the iPhone 18 Pro and iPhone 18 Pro Max as early as this September. These premium models will debut alongside Apple’s much-anticipated first foldable iPhone, marking a significant expansion to the product range.
A split launch strategy for the iPhone 18 generation
While the Pro variants and the foldable model are expected to arrive in the fall of 2026, the more budget-friendly options will follow months later. Reports indicate that the standard iPhone 18 and a new iPhone 18e will not be released until spring 2027. This approach breaks from Apple’s customary practice of releasing all devices in a new generation within the same calendar year.
This phased rollout indicates a strategic shift as Apple diversifies its product portfolio and experiments with new form factors. By separating the high-end and more affordable models into different release windows, the company may be aiming to maximize attention and sales for each segment independently.