While Apple traditionally unveils its full iPhone lineup each September, the company is expected to deviate from this pattern this year. During an event scheduled for September 9 titled “Surprise and Shine!”, Apple will likely introduce the iPhone 18 Pro and iPhone 18 Pro Max, along with a debut look at its first foldable device. However, the standard iPhone 18 model is rumored to be absent from the fall lineup.
The base model is anticipated to arrive in the spring of 2027, potentially joining an iPhone 18e and a second-generation iPhone Air. This strategic pivot comes as Apple navigates an ongoing global memory shortage that has escalated manufacturing expenses across the tech industry. In June, former CEO Tim Cook acknowledged that Apple would need to increase product prices to offset these rising costs.
Nabila Popal, a senior director at IDC, noted that Apple is prioritizing the premium segment of the 18 series for the fall, with mid-range devices following later. She described the move as a calculated effort to distribute revenue more evenly between the historically strong fourth quarter and the typically slower spring period. By focusing on higher-margin products, Apple aims to capitalize on the “premiumization” of its portfolio, making price increases less jarring for consumers already committed to buying top-tier devices.
Shawn DuBravac, chief economist at the Global Electronics Association, expressed confidence that technology’s inherent deflationary pressures would eventually benefit consumers, though he admitted this may not apply immediately to folding phones. Current foldable devices from Samsung, Google, and Motorola have all seen price hikes, and Apple’s rumored foldable iPhone is expected to carry a steep price tag of approximately $2,000.
To help customers manage these costs, Apple introduced a leasing program in July that allows users to rent iPhones on a monthly basis and swap them for new models upon release. While the initiative aims to improve accessibility, it has drawn criticism from ownership advocates who argue it prevents true device ownership and aligns with Apple’s broader strategy to transition its product ecosystem toward subscription services.
Wait, so no iPhone 18 for base users this fall? That’s a huge shift from the usual September lineup.
I’m not surprised by the delay, but the subscription leasing model is worrying. It feels like Apple is steering us toward rentals instead of ownership.
A $2,000 foldable iPhone? Good luck affording that. I guess they’ve given up on the mid-range market entirely.