Apple skips standard iPhone 18 in strategic shift under CEO John Ternus
The company unveiled Pro models and its first foldable device while delaying the baseline iPhone 18 until 2027.
Apple broke a decade of tradition during its September 9 event by omitting a standard iPhone 18 from its hardware lineup. The move signals a fundamental shift in the company's product cadence and pricing strategy under new leadership.
During the presentation, Apple unveiled the iPhone 18 Pro, the iPhone 18 Pro Max, and the iPhone Duo, the company's first foldable device. However, the standard iPhone 18 was notably absent. While Apple did not provide a firm date for the baseline model, rumors suggest it will not arrive until early 2027. In the interim, Apple is maintaining the iPhone 17 as its entry-level offering, though it has increased the baseline price of the iPhone 17 to $900. Additionally, the price of the older iPhone 16 has been raised to $800.
A New Era of Leadership
This departure from the predictable annual release cycle coincides with a major change in the executive suite. John Ternus assumed the role of CEO on September 1, 2026, making the September 9 event his first major public appearance as the head of the company. Historically, Apple has released its entire iPhone portfolio every September, but Ternus appears to be experimenting with a staggered schedule. This approach mirrors strategies used by competitors like Samsung, which often split premium launches in the autumn from baseline or budget-tier models in the spring.
Strategic Market Segmentation
Industry analysts suggest the omission is a calculated move to maximize revenue and operational efficiency. By removing the standard model from the fall event, Apple effectively nudges immediate upgraders toward the more expensive Pro and Duo models. This strategy also allows the company to distribute its marketing resources and shipping logistics more evenly across the calendar year rather than concentrating them in a single quarter.
Nabila Popal, senior research director at the International Data Corporation, noted that the shift allows Apple to spread shipments more evenly throughout the year while ensuring the spotlight remains on premium hardware, specifically the new foldable iPhone Duo.
What to Watch
As Apple moves away from the predictable cadence of the Tim Cook era, the industry will be watching to see if this staggered release becomes a permanent fixture. The primary remaining question is whether the delayed iPhone 18 will launch in early 2027 as rumored, or if Apple is planning a more radical restructuring of its budget-tier offerings. For now, consumers seeking a non-Pro experience are left with higher-priced legacy models.