Apple may not launch the standard iPhone 18 at its usual September event in 2026, according to multiple reports. If true, this would represent a major change to Apple’s long-standing iPhone launch strategy. So what does this mean for Apple’s 2026 iPhone lineup? Here’s what we know so far.
Premium iPhones to launch in September, “budget” models pushed to 2027
Based on information from tech analyst Ming-Chi Kuo, along with reports from ET News and The Information, Apple’s expected September 2026 iPhone event will reportedly focus exclusively on its premium models. These are said to include the iPhone 18 Pro, iPhone 18 Pro Max, the long-rumoured foldable iPhone, and possibly the iPhone Air 2.
Meanwhile, the standard iPhone 18 and the expected iPhone 18e would reportedly be delayed until the first half of 2027.
While rumours of a staggered launch strategy have circulated as early as 2025, this would mark the first time Apple does not debut its entry-level flagship iPhone during its annual September event, a tradition that has remained intact since the launch of the iPhone 4S in 2011.
Why Apple might be changing its launch strategy
According to Kuo, one major reason behind this shift is the intensifying competition in China, where many smartphone manufacturers release new models in the first half of the year. By pushing its more affordable iPhones into that window, Apple may be aiming to compete more directly in key international markets.
In addition, a staggered release schedule could also help better differentiate between the premium and non-premium iPhone models, extend each model’s sales lifecycle without internal competition, and distribute iPhone launches more evenly throughout the year.
Whether this strategy will translate into stronger sales, particularly for Apple’s more affordable models, remains to be seen.
iPhone 18 Pro series and foldable iPhone may introduce in-display Face ID
On another note, Apple’s next-generation premium iPhones are also rumoured to introduce in-display Face ID technology. Since the debut of the iPhone X in 2017, Face ID hardware has required a visible notch or, more recently, the pill-shaped Dynamic Island.
If these rumours prove accurate, the iPhone 18 Pro lineup could be Apple’s first modern iPhone with a near-uninterrupted display. However, the front-facing camera may still remain visible via a small punch-hole cutout, a design approach popularised on Android phones since the Samsung Galaxy S10 in 2019.
All signs point to 2026 being a pivotal year for Apple’s iPhone lineup, with potential changes to both its release strategy and hardware design philosophy. Whether these rumours materialise will become clearer as September approaches.
