What is Apple's iPhone 18 Model Release Strategy?

Apple is often criticized for its artificial intelligence offering, which falls significantly behind Samsung’s Galaxy AI and Google Gemini. But one area where the tech giant is making improvements is with its flagship iPhone lineup. 

Bigger transformations look set for 2026 and beyond. This includes the launch of the first iPhone Fold, which is rumored to feature a hidden camera and curved glass screen! It comes just after the iPhone Air in September this year, a thinner device complete with the same A19 Pro chip and fast-charging battery as the rest of the iPhone 17 series.

These changes also coincide with a major shift in Apple’s launch plans. And they may start with the iPhone 18! 

When Does Apple Usually Release New iPhones?

Apple launches its iPhone models annually in the fall, usually around September. This includes the latest iPhone 17, which was announced on September 9, 2025, at the “Awe-Dropping” launch event in California. 

Pre-orders began on September 12, and the series became officially available on September 19. This follows the same pattern as the past few years.

All four main devices in the iPhone lineup are typically released together: the base model, the iPhone Air or Plus, and two high-end models. A budget-friendly iPhone ‘e’ then launches a few months later. The iPhone 16e came in February this year, for instance, and we could see the iPhone 17e in early 2026 – just a few weeks away!

September is a key window just before Christmas, allowing Apple to maximize its pre-holiday sales. It also differentiates Apple launches from Samsung’s Galaxy S series, which usually releases at the start of the year.

When Will the iPhone 18 Launch?

The iPhone 18 is likely to launch in spring 2027. But Apple isn’t skipping a year. 

Rumors suggest that Apple plans to introduce a new split-release program, where the iPhone 18 Pro Max and Pro could still enter the market in September 2026. These rumors were confirmed by senior Apple analyst and journalist Mark Gurman in a recent Bloomberg newsletter.

As Apple’s first venture into the foldable phone industry, the iPhone Fold may also launch alongside these models, while the 18e would accompany the base iPhone the following spring.

Together, these releases suggest that Apple may officially adopt a two-season launch pattern for the iPhone 18 onwards.

Why is the iPhone Release Schedule Changing?

The iPhone release schedule is changing to benefit Apple's supply chain and marketing plans. Here’s why:

Having two distinct iPhone launch windows creates a more stable market performance and offsets poor sales.

This strategy also gives Apple more time to respond to new Android launches. Particularly from companies like Samsung, which already spreads its Galaxy S and foldable releases throughout the year.

2. To Relieve Supply Chain Pressure

The current fall launch pattern is a burden on Apple’s supply chain, with excessive pressure placed on engineering teams to get all iPhone models ready at once. Suppliers are overloaded with multiple products, too.

A clear example of this pressure is Apple Intelligence in 2024. Apple promised a more personalised Siri voice assistant at the Worldwide Developers Conference (WWDC) last year, including a new App Intents feature that would help Siri understand your personal information. 

However, with the launch of the iPhone 16, it quickly became clear that this wasn’t a demo, but more of an unfinished concept. The new launch schedule alleviates this pain point, potentially allowing Apple to devote more time to product development. 

The September window is also demanding for marketing teams, who must ensure both the premium and standard models see their fair share of the spotlight. Staggered launches enable both Apple’s marketing department and consumers to properly enjoy the release of each device.

iPhone 18: New Features

It’s difficult to say exactly which new features we’ll see on the iPhone 18 this early in the product development stage. However, there’s likely to be an upgraded A20 chip, along with minor tweaks to the camera system and design:

Design and Display

The iPhone 18 is expected to keep its predecessor's 120 Hz ProMotion adaptive display. This features an anti-reflective coating and two times smoother scrolling.

Some rumors suggest the touch-sensitive Camera Control Button may be removed. This was originally introduced to the iPhone 16 series to offer more control over the camera system. But others suggest it may only be simplified by replacing the dual-sensor design with one pressure sensor for all button functions.

Performance

Like every A-series chip, the latest A20 model will likely see significant speed and power efficiency improvements over its predecessor.  We also expect a naturally better battery life, although it’s not yet clear whether the battery capacity will be bigger than the iPhone 17’s 3693 mAh. 

One improvement could be the inclusion of 12GB RAM for both the base model and the Pros. While this would help the iPhone 18 better handle intense AI workloads, the same was rumored for the iPhone 17, which eventually debuted with just 8 GB.

Cameras

A massive redesign of the iPhone 17’s camera system, including a new 48 MP ultrawide lens, means updates for the iPhone 18 look unlikely. It’s likely to feature the following lenses:

• 48 MP main

• 48 MP ultrawide

• 18 MP front

The 18’s front camera should feature the same Center Stage technology as the previous generation. This utilizes a wider square sensor to automatically keep you in view when taking selfies.

Should You Wait Until the iPhone 18 Launch to Upgrade?

If you have an older iPhone that still runs smoothly, we’d suggest waiting until the iPhone 18 launch to upgrade. The time jump from the 17 means there’s plenty of time for improvements to be made, especially in terms of performance and battery life.

On the other hand, if you’re an avid Apple fan or have an older phone, consider choosing the iPhone 17 now. Its ultrawide camera and adaptive display are truly useful additions that make it a great investment, especially if you’re in the market for a new phone right now.

However, we’re currently unsure of the price. It was thought that the iPhone 17 would be more expensive than its predecessor due to potential government-imposed tariffs, but only the Pro model saw a $100 price hike. The iPhone 17 Pro also offered double the starting storage! 

For now, it’s difficult to say whether an upgrade is a smart financial move. The iPhone 18 release date will be almost two years on from the launch of the iPhone 17, and the enhancements we see on the 18 must reflect this gap to be worth the investment.