Apple's iPhone launch event on 9 September is expected to introduce the iPhone 18 Pro and Pro Max, alongside the company's first foldable device, but reports suggest the standard, cheaper iPhone 18 will not appear this year. Instead, analysts expect Apple to delay its budget and mid-range models, including a possible iPhone 18e and second-generation iPhone Air, until spring 2027. This marks a notable shift in strategy, likely driven by a global memory chip shortage that has pushed up manufacturing costs across the industry, prompting Apple to focus on higher-margin premium devices while spreading revenue across a usually strong autumn quarter and a weaker spring one.

Analysts including IDC's Nabila Popal describe this as a deliberate "premiumisation" strategy, allowing Apple to build hype around costlier products rather than making budget phones even less affordable. Apple's rumoured foldable iPhone is expected to cost around $2,000, mirroring price rises seen across Samsung, Google and Motorola's folding phones. To soften the impact on consumers, Apple has introduced financing and trade-in schemes, including a leasing programme launched in July, though critics argue this discourages genuine device ownership and pushes Apple further towards a subscription-based model.