The iPhone 18 lineup is on the way, but Apple may break from more than a decade of tradition by staggering the release of its newest phones. For years, the company has shipped nearly all models in a new iPhone generation at the same time. That could change this cycle, according to reporting from Bloomberg.
Under the rumored plan, Apple would separate the launch into two windows. The premium iPhone 18 Pro, Pro Max and the anticipated foldable device would arrive in September, while the standard iPhone 18 and the iPhone Air 2 would slip to spring 2027. The reported shift points to a possible move toward a twice-yearly release schedule, with fall and spring launch dates.
The new phones are also expected to bring hardware upgrades. Rumors suggest smaller Dynamic Island cutouts, along with cameras that may feature a variable aperture, a notable draw for photography enthusiasts.
When Apple Could Unveil the iPhone 18
Apple is expected to introduce its latest iPhone lineup on Sept. 9 at 10 a.m. PT / 1 p.m. ET during a special event at Apple Park in Cupertino, California. Following the company’s usual pattern, preorders would likely open the Friday after the event, around Sept. 11, with in-store availability the following Friday, roughly Sept. 18.
Viewers will be able to watch the announcement on Apple’s website, YouTube, Apple TV and the Apple developer app.
What to Expect From the Pro Models and Foldable
The iPhone 18 Pro and Pro Max are likely to ship in September, matching the release timing Apple has kept since the fifth-generation iPhone. Launching its highest-end devices ahead of the holiday season has been a consistent approach for the company.
Apple’s first foldable phone, rumored to carry the name iPhone Ultra, may open for preorder alongside the iPhone 18 Pro models but could ship later. Reports tie the potential delay to supply chain challenges involving the hinge and displays. Historically, when Apple has added a new model to the lineup, aside from the iPhone Air, it has shipped about a month after the other phones, as seen with the iPhone 12 Mini and iPhone 14 Plus.
The standard iPhone 18 and iPhone Air 2 face the most significant delay under the current rumors. “Apple will likely reveal its first foldable iPhone on September 9 along with the iPhone 18 Pro series,” said David Naranjo, associate director of Counterpoint Research. “The base iPhone 18 model announcements are expected to be pushed into spring 2027. This staggered launch marks a notable change in Apple’s release cadence, with a strong emphasis on premiumization.”
The approach mirrors how Samsung organizes its releases, launching its flagship Galaxy phones early in the year and its foldables around the middle. Whether the delay stems from manufacturing limits, RAM shortages or a decision to prioritize premium hardware first is not yet clear. If the rumors hold, buyers seeking an entry-level iPhone would need to wait until spring 2027 for the base iPhone 18.
