According to widely discussed insider reports in the tech world, Apple is preparing to break a long-standing tradition by adopting a new split-release strategy. This means that the fall and spring premieres will be significantly redistributed.
At the traditional major September event, insiders report that Apple will exclusively showcase its most high-end and expensive devices: the iPhone 18 Pro, iPhone 18 Pro Max, and the first foldable smartphone in Apple's history, rumored to be called the iPhone Fold or iPhone Ultra. With this move, the September presentation will focus entirely on innovative and flagship solutions.
While consumers are usually accustomed to seeing standard and more affordable versions in September, this time the picture is different. The main mass-market models—the base iPhone 18, iPhone 18e, and iPhone Air 2—will not hit the market until the spring of 2027.
Analysts believe this tactic will allow the company to focus maximum attention on the release of the highly anticipated foldable smartphone, avoiding production strain while simultaneously creating a second revenue stream in the spring season. Thus, users who prefer the base iPhone this autumn will have to wait until next spring or choose from the Pro and foldable lineup.
