Insider sources from suppliers indicate that Apple plans to split its launch lineup into two phases, starting with the iPhone 18 Pro and iPhone Fold series in September this year, before releasing the standard models in 2027.
The website 9to5Mac reported thatApplemay change its product launch strategy, resulting in the iPhone 17, introduced last September, having a longer-than-usual market presence.
The report, citing sources and supply chain data, indicates that the iPhone 17 will remain a core standard Apple product until late 2027, giving it a total promotional and sales period of 18 months—surpassing the iPhone 4, which was on sale for 16 months from 2010 to 2011.
The extended sales period for the iPhone 17 is reportedly due to Apple splitting its new product launch lineup into two rounds: the first for premium models including the iPhone 18 Pro, iPhone 18 Pro Max, and iPhone Fold in September 2026.
Meanwhile, the standard product group—iPhone 18, iPhone 18e, and iPhone Air 2—will launch in early 2027 instead.
Industry analysts see this decision as driven by the complexity of production lines and the increased number of models currently.
Originally, Apple launched four iPhone models annually, but with six models now to manage, spreading consumer demand and factory production throughout the year is a more effective approach than pressuring all models to launch together in Q3.
Additionally, this transition is indirectly confirmed by the chairman of Largan Precision, Apple's major camera lens supplier, who stated at a shareholders meeting that major smartphone clients have postponed new product launches to Q1 2027, consistent with reports that Apple plans to stagger iPhone launches according to product readiness.
Source:9to5Mac