Apple may break from tradition and divide its iPhone 18 release across two years. Reports now suggest the company will introduce premium models in late 2026. Meanwhile, standard versions could arrive in 2027. Industry sources say the shift connects more to production realities than marketing tactics.
Rumors of a split launch first surfaced in mid-2025. However, newer reports link the plan directly to supply chain stress. Executives within Apple’s manufacturing network describe “smooth supply flow” as a growing challenge. Therefore, a staggered rollout may reduce strain on factories and workers.
Premium Models Come First
If the plan proceeds, Apple would launch the iPhone 18 Pro, Pro Max, and a new folding model in September 2026. These versions typically sell fastest at release. Historically, demand spikes for high-end models before spreading to lower-priced options.
Because premium devices drive early revenue, Apple may prioritize them during tight production windows. A later spring launch would spotlight non-premium models without competing with the initial rush. At the same time, it would spread factory deadlines across a longer period.
Supply Pressures Shape Strategy
Manufacturing limits increasingly influence Apple’s planning. Memory prices have climbed sharply due to industry-wide shortages. Demand from artificial intelligence servers now competes with smartphone production. Consequently, component availability continues to shrink while costs rise.
Executives acknowledge that outside forces restrict how much Apple can build at once. A split launch could ease hiring pressure for seasonal factory staff and reduce logistical bottlenecks. Instead of one massive production sprint, Apple could run two controlled cycles.
Apple Keeps Options Open
During a recent earnings call, CEO Tim Cook addressed rising memory costs but avoided confirming any launch changes. He stated that Apple has “different levers” to manage challenges. Although he declined details, analysts believe scheduling flexibility ranks among those options.
For now, Apple has not confirmed the split publicly. Yet supply realities continue to shape the tech industry. If shortages persist, staggered launches may become a practical necessity rather than a marketing experiment.
