Apple May Skip iPhone 18 Launch This Year

Every September, the tech world pauses for Apple’s big iPhone reveal, then a frenzy of pre‑orders follows. This year, however, the script looks a little different. The headline‑grabbing "iPhone 18" might not actually show up at the September 9 livestream.

The event, cheekily titled “Surprise and Shine!”, is still slated for 10 a.m. PT (1 p.m. ET) and will almost certainly feature the new iPhone 18 Pro and iPhone 18 Pro Max – sleek, pricey upgrades that Apple has been teasing for months. And, if the rumor mill is anything to go by, we’ll finally get a glimpse of Apple’s first foldable phone, a device that could sit somewhere between a tablet and a traditional iPhone.

What’s missing, though, is the entry‑level iPhone 18 that most consumers expect. Analysts are betting that Apple will push the base model into the next calendar year, perhaps releasing it in spring 2027 alongside an “iPhone 18e” and a second‑generation iPhone Air. It’s a bold move – the first time Apple has skipped a standard model in its annual rollout.

Why the shift? The answer largely boils down to the ongoing memory‑chip shortage that’s been inflating costs across the board. Even Apple, with its massive buying power, isn’t immune. Tim Cook admitted earlier this summer that the company would have to raise prices to stay afloat amid soaring component expenses.

“Our assumption is they’ll launch three premium models in the fall, then roll out the mid‑range devices in the spring,” explains Nabila Popal, senior director of data and analytics at IDC. “It’s a smart way to smooth revenue across a strong Q4 and a traditionally softer spring quarter.”

In practice, postponing the cheaper handset lets Apple keep the spotlight – and the price tags – on its high‑margin Pro lineup. Consumers tend to tolerate a price bump on a premium device better than on a budget phone that suddenly feels too expensive. The strategy, which Popal calls “premiumization,” could also give Apple breathing room to perfect its foldable prototype, which rumors peg at a staggering $2,000 price point.

Higher prices aren’t the only hurdle. Apple is also betting on financing and trade‑in programs to soften the blow. The company rolled out an iPhone‑leasing service in July, allowing users to pay a monthly fee and swap phones as new models appear. Critics argue this nudges buyers away from true ownership, but it does line up with Apple’s broader push to turn hardware into a subscription.

“Most consumers end up buying Apple phones through financing or trade‑ins,” Popal notes. “We’ll likely see more aggressive trade‑in offers to cushion the price hike.”

Meanwhile, the entire smartphone market feels the pinch. Samsung, Google, and Motorola have all nudged the price of their 2026 folding lines upward, and manufacturers are beginning to view low‑cost phones as less profitable to produce. At the same time, demand for refurbished devices is climbing as shoppers look for cheaper, greener options.

All of this points to a simple, if slightly unsettling reality: the days of a cheap, mass‑market iPhone may be behind us. Apple seems ready to lean into higher‑end devices, foldables, and subscription‑style ownership, betting that consumers will eventually follow.