There May Not Be an iPhone 18 This Year
Apple is expected to announce several products at its September event next week—including a folding phone—but the iPhone 18 might not be among them. It would be a first for the company.
Apple is set to unveil its new iPhone lineup on September 9 at 10 am Pacific (1 pm Eastern), but the company may skip releasing the base model iPhone 18. Instead, rumors suggest the cheaper device could launch in spring 2027, potentially alongside an iPhone 18e and a second-generation iPhone Air. The shift in strategy is believed to be influenced by a memory shortage, which has increased production costs for Apple.
Tim Cook, former Apple CEO, has acknowledged that product prices will rise to keep up with manufacturing costs. Analysts predict Apple will launch three premium models in the fall, followed by mid/budget devices in the spring. This strategy aims to spread out revenue and leverage the iPhone Pro and Pro Max lineup, which are more appealing to higher-spending customers.
By delaying cheaper options, Apple can generate excitement for its pricier devices, known as a "premiumization" of offerings. However, high costs for folding phones have led to price increases across the industry, prompting Apple to introduce financing options and trade-in programs to make devices more affordable. The memory crisis has made less expensive phones less attractive for manufacturers, while demand for refurbished devices has been growing due to cost-saving and eco-friendly preferences.
Written by urgent.news from Wired's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
