Apple is set to alter its product launch strategy with the introduction of the new iPhone 18 series, which includes the iPhone 18 Pro, iPhone 18 Pro Max, and iPhone Ultra. The company's decision to delay the release of the standard iPhone 18 until Spring 2027 aims to enhance the sales of its premium models during the crucial holiday quarter. By excluding the entry-level model from the autumn release, Apple anticipates an increase in the average selling price, as consumers will likely opt for more expensive options.
CEO John Ternus will spearhead a significant media event to generate excitement around this year's launch, which is expected to boost the visibility of the premium offerings. The iPhone 18 Pro Max will enjoy a dedicated two-month sales period without competition from the premium $2,000 iPhone Ultra, which is scheduled for release in late November.
This strategy not only positions the iPhone 18 Pro Max as the leading smartphone for Apple's fall lineup but also allows for a subsequent marketing push when the iPhone 18 launches in Spring 2027, coinciding with the Mobile World Congress. As Apple fans await the September announcements, the anticipation centers on whether to choose the established format or the new foldable design.