In his first major product event as chief executive, John Ternus revealed that Apple is making its most significant adjustment to iPhone release timing in seven years. The company also introduced the iPhone Duo, its inaugural foldable smartphone, alongside updates to the iPhone 18 Pro lineup.
A central element of the Wednesday announcement was the elimination of a traditional mid-tier iPhone for the fall season. Instead of offering a standard iPhone 18, Apple plans to release its mainline devices in the spring. Analysts had anticipated this shift, noting that the spring window is where the company typically unveils more affordable models such as the iPhone SE or iPhone 16e.
The entry-level device available this fall is the iPhone 18 Pro, priced at $1,199 in the United States, marking a $100 increase over the previous generation. The standard iPhone 17, which previously launched at $799, saw its price rise to $899 following a broader price hike on Macs and iPads in June due to global component shortages.
Ternus, who assumed the CEO role from Tim Cook on September 1, becomes only the second leader of Apple since Steve Jobs stepped down in 2011. Cook has previously cautioned that supply chain constraints remain a critical challenge, a sentiment echoed during the company’s July earnings call regarding expectations for the September quarter.
Industry experts suggest the split-launch strategy aims to stabilize revenue streams. Historically, Apple’s strongest financial performance occurs in its first fiscal quarter, driven by iPhone sales and holiday spending, while subsequent quarters tend to be slower. A spring launch featuring a more accessible model could help balance these fluctuations.
Francisco Jeronimo, a vice president at IDC, noted that concentrating all major releases in the final quarter leaves a revenue gap in the second quarter. He expressed that distributing launches throughout the year would provide greater financial stability.
This approach marks a return to a segmented strategy similar to the launch of the iPhone 11 and its Pro counterpart a decade ago. Since then, Apple has typically released both Pro and standard models simultaneously in the autumn. However, Bank of America analyst Wamsi Mohan warned that while the strategy may boost average selling prices, it risks causing cost-conscious consumers to delay upgrades until the cheaper spring models arrive.
Data from the first half of 2026 highlights the growing dominance of Pro models, which accounted for 54% of iPhone sales compared to just 26% for the standard iPhone 17, according to IDC estimates.
Neil Shah of Counterpoint Research pointed out that limiting the fall lineup to two Pro models simplifies supply chain management, particularly given the persistent high cost of memory components.
Closing the event, Apple showcased the iPhone Duo, a foldable device starting at $1,999. Senior vice president Craig Federighi highlighted extensive iOS redesigns to accommodate dual screens, including multitasking capabilities and support for the Apple Pencil. Ternus described the foldable form factor as the optimal way to expand display real estate for such a central personal device.
The iPhone Duo is powered by the new C2 modem, Apple’s second-generation in-house chip designed to reduce dependence on Qualcomm. Chief hardware officer Johny Srouji stated that the C2 offers a 50% speed increase and consumes 15% less energy than its predecessor.
Smart move stabilizing revenue. Selling cheaper phones in spring instead of waiting for holiday sales makes total sense.
Does anyone actually need a foldable iPhone? My flip phone from 2005 lasted forever.
iPhone Duo at $1,999 is steep. I’ll stick with my current phone for two more years.
Finally, a spring release for the standard model! The annual autumn wait is exhausting.