Apple will not release the standard iPhone 18 during its September 2026 event, with the base model delayed until early 2027, according to multiple sources. The company will instead focus on the iPhone 18 Pro, Pro Max, and its first foldable device, the iPhone Ultra, amid chip shortages and potential price hikes.
The iPhone 18 standard model will miss Apple’s traditional September 2026 launch, with its debut pushed to early 2027, according to reports from Blick and OE24. This marks a first for Apple, which typically unveils all major iPhone variants at its annual autumn event. Instead, the company will focus on the iPhone 18 Pro, Pro Max, and the iPhone Ultra—a foldable device—during its September keynote. The delay stems from a global shortage of memory chips, which has caused supply bottlenecks and driven up component prices, forcing Apple to prioritize higher-margin models.
Pro Models and the Ultra: A New Focus
Apple’s September 2026 event will spotlight the iPhone 18 Pro, Pro Max, and the iPhone Ultra, a foldable device that represents a major shift in the company’s product strategy. The company’s decision to delay the standard iPhone 18 reflects a strategic pivot toward premium devices, with the Pro models projected to be the primary drivers of holiday sales.
Internal training documents suggest the September 2026 event could occur on September 8 or 9, following a pattern where Apple announces the event in late August. The company’s new CEO, John Ternus, will likely lead the keynote, though the event’s format is expected to remain similar to previous years.
Chip Shortages and Price Hikes
The delay of the standard iPhone 18 is tied to a global shortage of memory chips, which has disrupted supply chains and increased costs for components. Blick reported that Apple is prioritizing its higher-margin Pro and Ultra models, using available chips for these devices first. This shortage has also led to price increases for other Apple products, including iPads and MacBooks, though the iPhone 18 Pro is expected to see a $200 price hike, according to the Wall Street Journal. The standard iPhone 18 could cost nearly 1,000 Swiss francs, though this remains unconfirmed by Apple.
The chip crisis has also influenced Apple’s product roadmap. OE24 noted that the standard iPhone 18 will launch alongside the iPhone 18e and iPhone Air 2 in early 2027, suggesting the company is streamlining its lineup. However, the Air 2’s future remains uncertain, as the current Air model is considered a flop.
What’s Next for Apple’s iPhone Lineup?
Apple’s decision to delay the standard iPhone 18 underscores its focus on premium devices, a strategy that aligns with broader industry trends. The iPhone Ultra’s debut could redefine the foldable smartphone market, while the Pro models aim to maintain Apple’s dominance in high-end smartphones. However, the delay may impact consumer demand, as fans of the standard model will have to wait until 2027 for a new release.
The company’s transition to a new CEO, John Ternus, adds another layer of uncertainty. While the September 2026 event is expected to follow a similar format to previous years, the leadership change could influence future product strategies.
Implications for Consumers and the Market
For consumers, the delay of the standard iPhone 18 means a longer wait for a more affordable option, potentially pushing some buyers toward Android competitors. However, the Pro models and Ultra could attract premium buyers willing to pay a premium for cutting-edge technology. The price increases for the Pro models may also affect sales, though Apple’s brand loyalty and ecosystem could mitigate this impact.
From a market perspective, Apple’s focus on premium devices reflects a broader shift toward high-margin products. The company’s decision to prioritize the Pro models and Ultra could also signal a long-term strategy to reduce reliance on lower-cost variants. This approach may pay off if the Ultra gains traction, but it risks alienating price-sensitive customers. As the tech industry continues to evolve, Apple’s ability to balance innovation with affordability will be critical to its success.
