Over the past years, Apple has been accustomed to launching its smartphones at a steady and regular pace, with September being considered the official annual date for unveiling new versions of... IPhoneHowever, recent indicators suggest that this pattern may soon change, and the basic iPhone 18 may not see the light of day until 2026. This doesn't mean the company has completely abandoned the trend. Are we witnessing a radical change in the company's approach, or merely a temporary maneuver imposed by market conditions?
A shift in Apple's strategy
Apple has reportedly informed some of its suppliers that it will not include the entry-level iPhone 18 in its lineup, scheduled to be unveiled in September 2026. Instead, the company will only announce higher-end models, such as the iPhone 18 Pro and iPhone 18 Pro Max. The lower-cost model will be launched later at a special event in March 2027, alongside a new entry-level model called the iPhone 18e. Apple's new strategy will see the iPhone release cycle split into two phases: premium devices in the second half of the year, and lower-priced models in the first half of the following year.
Why might Apple make this decision?
No one knows Apple's intentions, but analysts expect the company's decision to be due to several factors, including:
- Product differentiationThis decision could be a way to clearly differentiate between price categories. Instead of users being overwhelmed by the higher-end models, Apple will give them a chance to evaluate the lower-end models at a special event.
- Reducing pressure on the supply chainLaunching four phones at once in a single month is a massive logistical undertaking. Splitting the launch into two phases could ease pressure on the supply chain and ensure better availability of spare parts.
- Year-round marketingThis model gives Apple two major product launches per year, keeping the brand at the forefront of user and media attention.
- Foldable iPhoneThis shift appears to be linked to the launch of Apple's first foldable iPhone, which is expected to join the fall 18 lineup as a flagship device alongside the iPhone 18 Air, iPhone 18 Pro, and iPhone XNUMX Pro Max.
- double salesThe practical effect of Apple's new timeline is that users looking for a new iPhone in the fall of 2026 will be able to choose only from higher-quality models, thus increasing sales of the more expensive Pro model and generating billions of dollars.
What about the iPhone 18e model?
The iPhone 18e can be considered one of Apple's budget phones, targeting specific markets. The company targets a segment of users who want to own an iPhone and are looking for reasonable performance at lower prices, similar to the iPhone SE series.
Finally, if Apple decides to implement this strategy, it will change the dynamics of the global smartphone market. It will give rival companies like Samsung and Google more space to showcase their flagship phones without facing direct competition from the new iPhones. At the same time, this move indicates that Apple is willing to deviate from its traditional strategies to achieve its goals, double its sales, and, most importantly, expand its smartphone lineup. By 2027, it will launch six new iPhone models.
What do you think of Apple's new strategy of launching its devices in two phases? Tell us in the comments!
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