Apple Plans Major Change to iPhone Launch Cycle with iPhone 18

Apple is reportedly preparing a major shake-up in its iPhone release strategy starting with the iPhone 18 lineup.

According to a report from ET News, the company plans to split its flagship launches into two distinct events, creating a staggered release cycle unlike anything it has done before.

The first wave will arrive in September 2026 and is expected to include the iPhone 18 Air, 18 Pro, 18 Pro Max, and Apple’s long-awaited foldable iPhone. Meanwhile, the standard iPhone 18 and a new budget-friendly iPhone 18e will be unveiled later, in early 2027. This means Apple will no longer release every iPhone model in a single September keynote, breaking a tradition that dates back more than a decade.

The strategy will reportedly continue with the iPhone 19 series: premium models like the Air, Pro, and Fold will debut in September 2027, while the vanilla iPhone 19 and 19e will arrive in the first half of 2028. Analysts suggest this staggered rollout could help Apple extend the buzz around its devices, maintain stronger sales momentum, and give more spotlight to its high-end and experimental products.

If accurate, Apple’s decision would mark one of the most significant shifts in its iPhone playbook, signaling how seriously the company views foldables and tiered pricing as part of its future lineup.