For the new iPhone launch this September, Apple might break its long-standing tradition by choosing to unveil the iPhone 18 Pro alongside the iPhone Ultra, followed by the iPhone 18 the following year.
The iPhone remains Apple's flagship product generating the largest revenue. Typically, new iPhone models launch in September, with four models released and made available within the same month.
However, Apple deviated from this tradition in 2020 due to the COVID-19 pandemic, delaying the announcement of new iPhones to October. Only two models were released then, while the other two were postponed until November.
For 2026, Apple appears set to slightly alter its normal approach by launching the iPhone 18 Pro and iPhone 18 Pro Max first. The highly anticipated iPhone Ultra, the brand’s first foldable model, is also expected to debut in September, though some reports suggest its actual release date may be slightly postponed, likely after the Pro models.
Additionally, the total number of iPhone models launched this year may differ from tradition. If reports that the iPhone 18 and iPhone Air 2 are delayed to a spring 2027 release prove accurate, only three iPhone models will be launched this year.