Apple has consistently released new iPhones in the fall (September) since 2011, aligning launches with the holiday shopping season. Each year’s release introduces major hardware and software upgrades, cementing September as the traditional iPhone launch window. Apple may, however, not release Apple iPhone 18 in 2026, reports suggest. There will, however, likely be iPhone 18 Pro and iPhone 18 Pro Max models that will be launched in 2026, the reports state.
A new report on Macrumors says that Apple won’t release the iPhone 18 till 2027. It would like continue with the Apple iPhone 17 which will remain its flagship for this year. This is a breakaway from Apple’s trend of a new iPhone superseding an existing model in every year.
The rumors, if true, mean that this is the first time that iPhone will not get an upgrade for 18 months.
In contrast, the company is expected to launch the iPhone 18 Pro and iPhone 18 Pro Max in fall 2026, but the regular iPhone, iPhone 18, will likely be launched later, according to the report. “That pattern is expected to change this year, when the company is widely rumored to split its upcoming iPhone releases across two distinct release windows rather than unveiling the entire lineup at once. Under this strategy, Apple is expected to prioritize higher-end models in the fall while delaying lower-cost or standard models until the following year,” Macrumors reported.
Further in another report, Macrumors stated that “In spring 2027, Apple will release the standard iPhone 18 and an updated version of the iPhone 16e. The less expensive iPhone models will undergo manufacturing trials in India as Apple expands efforts to reduce its reliance on Chinese manufacturing.”
Besides, spreading the launches would help reduce overlap between models, extend their individual selling periods, and make the lineup easier to position.
Apple’s iPhone release cycle shifted to fall starting in 2011 with the iPhone 4S. Since then, nearly every flagship iPhone has debuted in September:
Holiday Season Strategy: Launching in September ensures strong sales during Q4, Apple’s most profitable quarter.
Product Cycle Alignment: iOS updates also roll out in September, syncing hardware and software.
Market Expectation: Consumers now anticipate September as “iPhone season,” creating massive media buzz.
Apple has sold billions of iPhones worldwide, with nearly 250 million units in 2024 alone. The fall release cycle has become a cornerstone of Apple’s business model, driving both hardware sales and ecosystem adoption.
Exceptions: The original iPhone (2007) launched in June, and the iPhone SE models often appear in spring.
Supply Chain Risks: Global events (like COVID-19 in 2020) can delay launches, though Apple still aims for fall.
Consumer Trade-offs: Early adopters pay premium prices, while older models drop in cost right after fall launches.
Apple’s fall iPhone releases are not just product launches—they’re cultural events that shape the tech industry’s calendar. September has become synonymous with new iPhones, blending innovation with strategic timing.
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