With the launch of the iPhone 17 series done and dusted, Apple may have let go of the conventional September iPhone launch window. New reports now suggest that Apple is preparing a major strategic shift for the rollout of its 2026 lineup. The focus of this changed timeline is to prioritise the most expensive hardware, with the iPhone 18 Pro and iPhone 18 Pro Max expected to launch months before the standard model.
According to reports from industry analysts like Ming-Chi Kuo and prominent tipsters such as Digital Chat Station, Apple plans to break its long-standing tradition of simultaneously releasing all the new flagship models.
With the iPhone 18 series, which is expected to include the iPhone 18 Pro, iPhone 18 Pro Max, and potentially the ultra-thin iPhone Air 2, alongside the rumoured foldable iPhone, Apple is said to reserve the Fall 2026 timeline for the premium iPhone models.
As for the more accessible base-model iPhone 18, it is expected to be significantly delayed, potentially pushing its release until March 2027.
iPhone 18 Pro to see a new launch window
Hence, the September 2026 launch could be reserved for the iPhone 18 Pro, iPhone 18 Pro Max, iPhone Air 2 and the iPhone foldable, with the Air 2 being the more affordable model of the lot. Launching these premium models ahead of the crucial holiday season may help Apple maximise its profits, urging buyers to spend a bit more and get the pricier models. With no cheaper iPhone 18 in the vicinity, it could help Apple’s case by avoiding internal cannibalisation, especially considering how improved the regular iPhone 17 is this year.
Come March 2027, when Apple usually reveals the cheaper and entry-level iPhone, you can expect the iPhone 18 to break cover alongside the iPhone 18e, potentially pushing sales ahead of the 2027 summer season.
This means that the standard iPhone 17 will hold on to its own for far longer than any of its predecessors.
iPhone 18 Pro, Pro Max expected features
The premium iPhone 18 Pro series is shaping up to be a substantial hardware upgrade. At the heart of the Pro models is the highly anticipated A20 Pro chip, which is rumoured to be the first Apple processor built on TSMC’s cutting-edge 2nm manufacturing process. This switch is expected to deliver a significant boost, potentially making the new chips up to 15 per cent faster and 30 per cent more energy efficient than their predecessors. To manage the increased power, sources suggest Apple is implementing a stainless steel vapour chamber for better thermal management, ensuring sustained peak performance during intensive tasks.
For the display, the Pro models are rumoured to achieve a smaller Dynamic Island, releasing more screen space on the top half of the device.
The camera will also be a major selling point. The primary 48MP camera sensor on the iPhone 18 Pro models is expected to feature a Variable Aperture system. This allows the lens to dynamically adjust the amount of light hitting the sensor, giving users more control over depth of field (bokeh) while improving low-light performance. The Pro series is expected to integrate Apple’s custom-designed C2 modem chip for improved connectivity, offering support for the latest Wi-Fi 7 standard.