iPhone 18 Pro: Apple’s Launch Schedule Comes Into Focus With New Strategy

Until last fall, Apple would release its flagship iPhones in September. But it looks like things are going to be very different when Apple holds its next keynote on, I believe, Wednesday, Sept. 9 — read this for more details. Here’s what will happen from this year onwards and what a new report adds to the mix.

Apple iPhone 17 Pro Max David Phelan

Apple's New iPhone Launch Strategy Apple’s last releases came like this: iPhone 17, iPhone 17 Pro, iPhone 17 Pro Max and iPhone Air in September 2025. Then the more affordable model, iPhone 17e, arrived in March this year. Forbes iPhone 18 Pro And iPhone 18 Pro Max Release Date: Apple’s Event Timeline Signals Exact Day The coming months will have an entirely new look, however, if reports are accurate. Intriguingly, the regular iPhone isn’t coming this year, at all. I know, it sounds crazy that the iPhone 18 Pro and iPhone 18 Pro Max could arrive without the iPhone 18, but here’s why. It’s all down to how many phones are expected. MORE FOR YOU

The First iPhone Foldable Alongside the two Pro models, it’s believed Apple will launch its first foldable, possibly called the iPhone Ultra. “With the introduction of iPhone Ultra, it’ll now be six annual iPhones. That’s a lot of phones – and a very crowded stage if they all debut at once,” Michael Burkhardt pointed out at 9to5Mac. I’ll take issue with him on one point: the six phones would be the two Pro models, the iPhone 18, iPhone 18e and a second-gen iPhone Air. I don’t believe the iPhone Air was ever meant to be an annual release — one reason why there’s no number in its nomenclature.