Every year, Apple announces a new iPhone lineup. The company typically launches several models, ranging from the standard iPhone to more expensive premium versions such as the Pro and Pro Max. However, Apple’s 2026 iPhone strategy could look very different—not only because the company has a new CEO.
Apple’s iPhone event will take place on September 9 at 10 a.m. PT (1 p.m. ET). Apple announced the event last week under the title “Surprise and Shine!” During the livestream, Apple is expected to unveil the iPhone 18 Pro and iPhone 18 Pro Max. If recent rumors and analyst predictions are accurate, the company could also provide the first official look at a foldable iPhone.
Based on leaks, technical reports, and Apple’s release history, the company may delay the standard iPhone 18 until 2027 while focusing on higher-priced premium models this fall. The more affordable iPhone 18 could arrive in spring 2027, potentially alongside the iPhone 18e and a second-generation iPhone Air.
Why is Apple changing its iPhone release strategy? Rising component costs, particularly for memory and other hardware, may be a major factor. Apple is not immune to inflationary pressures. In June, former Apple CEO Tim Cook acknowledged that Apple may raise product prices to offset higher manufacturing costs.
“Our assumption is that three premium models in the iPhone 18 series will be released in the fall,” says Nabila Popal, senior director of data and analytics at IDC. “Mid-range and lower-cost devices will then be available in the spring.”
Popal says this could be a smart strategic move for Apple because it would spread revenue across the traditionally strong fourth quarter and the typically slower spring quarter. Apple’s expanding product portfolio could also make the iPhone 18 Pro and iPhone 18 Pro Max more attractive to customers willing to spend more on their next smartphone.
When component prices rise, companies generally have three options: absorb the additional costs, increase prices, or shift their product strategy. Apple appears to be choosing the third approach by building excitement around larger, more advanced, and more expensive iPhone models while postponing cheaper options. Even if prices increase, customers may view the change as less frustrating than paying more for a lower-cost phone. Popal describes this trend as the “premiumization” of smartphones—a strategy Apple could use to generate demand for its most expensive devices.
Sean Dubravac, chief economist at the Global Electronics Association, told WIRED that he is optimistic about what rising technology prices could ultimately mean for consumers.
“Throughout history, technology has created deflationary pressures for consumers,” Dubravac said. “I’m confident that will happen again, although it will take time for the market to stabilize.” In other words, new technologies often launch at premium prices, but improved manufacturing efficiency and increased competition can eventually reduce costs for consumers.
That trend may not apply immediately to foldable smartphones, which continue to become more expensive. Samsung increased prices across its 2026 Galaxy Z foldable lineup, while Google’s Pixel 11 Pro Fold and Motorola’s Razr 2026 are also expected to cost more. Apple’s rumored foldable iPhone could reportedly have a starting price of approximately $2,000.
To make these high prices more manageable, Apple is expanding financing and trade-in options. In July, the company introduced an iPhone leasing program that allows customers to pay a monthly fee to use the latest iPhone and upgrade when a new model launches. Although the program could make premium iPhones more accessible, ownership advocates have criticized it for limiting consumers’ ability to fully own and control their devices. The strategy also aligns with Apple’s broader push toward subscription-based services and recurring revenue.
Source: www.wired.com