Apple to Unveil 3 iPhone 18 Models in September, Including Foldable Ultra

Q: Will Apple's delayed standard iPhone 18 push buyers toward pricier Pro models?

Yes. If Apple delays the standard iPhone 18 until spring 2027 while launching the iPhone 18 Pro, Pro Max and possibly an Ultra or foldable model in September 2026, many buyers who want a new iPhone this fall would be funneled toward the higher-priced devices. The logic is straightforward: in the usual upgrade window, shoppers would face a choice between buying an older iPhone 17 or paying more for the new Pro-tier phones. That setup tends to lift Apple’s average selling price and favors its higher-margin models. Reports tied to the staggered release strategy explicitly say the move is meant to improve manufacturing efficiency, manage supply constraints and nudge “reluctant upgraders” toward Pro models. The Pro phones may also be easier for Apple to sell this cycle because they are expected to carry the headline upgrades, including the A20 Pro chip, better battery efficiency, camera improvements and tighter integration with iOS 27 features such as Siri AI. If those software and AI features perform best on the newest premium hardware, the gap between standard and Pro becomes more persuasive. That said, the shift would not capture everyone. Price-sensitive buyers may simply keep their current phones longer or buy discounted iPhone 17 models rather than move up. So the delay would likely push some demand upward, but not universally. The strongest effect would be among users already considering an upgrade in late 2026 and unwilling to wait until spring 2027.

3 articles · Updated · MacRumors · Jul 21

September is expected to bring Apple’s iPhone 18 Pro, iPhone 18 Pro Max and a foldable iPhone Ultra, with releases likely in the second half of the month.
12 rumored upgrades for the Pro line include a smaller Dynamic Island, 5G via satellite, an A20 Pro chip built on TSMC’s 2nm process and a new C2 modem.
The 6.3-inch and 6.9-inch Pro models are still expected to keep a design close to the iPhone 17 Pro range, while adding LTPO+ displays and a variable-aperture 48-megapixel main camera.
The iPhone 18 Pro Max could also get nearly a 10% larger battery and a thicker body, according to alleged Chinese regulatory filings.
Apple still has not officially confirmed the lineup, and reports say the regular iPhone 18, lower-end 18e and second-generation iPhone Air may slip to March 2027.