Apple is reportedly planning a groundbreaking strategy to boost its iPhone sales by splitting the launch of the iPhone 18 lineup across two seasons. In a move to rejuvenate its slowing iPhone sales, Apple could release premium models, such as the iPhone 18 Pro and Pro Max, in fall 2026, while introducing the standard and budget versions in spring 2027.
According to a report by Wayne Ma for The Information, the staggered schedule will allow Apple to maintain consumer interest and extend the product cycle. The first foldable iPhone is also expected to make its debut alongside the premium models in September 2026.
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As part of its broader strategy to refresh the iPhone lineup, Apple plans to release the standard iPhone 18 and a budget-friendly 18e in early 2027. The company is also shifting some production to India, with the iPhone 18 and 18e being trialed there as part of a broader effort to reduce dependence on Chinese manufacturing.
Apple is hoping this new release cycle will reinvigorate its iPhone sales, which have plateaued in recent years, while leaving behind the iPhone 17e in favor of a more significant refresh.
