GoKawiilThe Apple Sept. 9 event revealed a new lineup of devices, including new Apple Watches, the new iPhone 18 Pro and the first foldable iPhone Duo, with one glaring omission: The standard iPhone 18 was nowhere to be seen. Apple didn’t comment on the absent phone, but rumors say it will come early in 2027 — and there are several reasons why the company would delay its entry-level model to next year.
It’s a pivotal moment for Apple. The event was the first for new CEO John Ternus, who started his role on Sept. 1, and we’re learning in real time whether he plans to stay the course his predecessor, Tim Cook, set or take Apple in a different direction. The foldable iPhone Duo is a bold foray into a niche subset of phones that sell a fraction of the flat iPhones that make up the bulk of Apple’s earnings every quarter.
But Apple has masterfully navigated expanding its lineup with a product that fits between its existing devices. The iPad was introduced to fit the niche between phones and laptops, and the foldable iPhone seems aimed at the gap between smartphone and iPad. In the background is the RAM shortage, making memory and components pricier than ever — and indeed, the iPhone 18 Pro got a $100 price bump over its predecessors, and the current iPhone 17 got more expensive as well.
The iPhone Duo, Apple’s first foldable, automatically adjusts its display to its orientation. Abrar Al-Heeti/CNET
Amid those conditions, there are potential reasons for Apple to push its more basic phones to next year. The easiest assumption is that it will make the company more money, with the iPhone 18 Pro undoubtedly priced higher than the iPhone 18 — anyone eager to upgrade right now only has the more expensive phones to choose from.
It’s possible that Apple wants to space out its different models to better meet demand, possibly accounting for the production complications that arise with parts getting pricier from the RAM shortage. Or maybe they just want to give the folding iPhone Ultra the limelight. Nabila Popal, senior research director at the International Data Corporation, feels this move is brilliant strategy and surprisingly not spurred by the memory crises or supply side constraints.
“It allows Apple to spread its shipments more evenly throughout the year and simultaneously allow the spotlight on the premium models this fall — especially the new iPhone foldable,” Popal said.
Releasing the iPhone 18 later may not dim the unit’s sales, either: In the first half of 2024 and 2025, the baseline iPhones released the fall before still made up 16% of Apple’s total shipments in those periods, Popal said.
One thing is for sure: Apple is making big shifts with its Sept. 9 event; its tagline, Surprise and Shine, is telling.
The iPhone Air (mostly) survived my unhinged screen time. Jesse Orrall/Zooey Liao/CNET
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