Apple is set to host its annual iPhone unveiling on September 9 at 10 a.m. Pacific Time (1 p.m. Eastern), under the banner “Surprise and Shine!”. Industry analysts predict that the company will introduce the iPhone 18 Pro and iPhone 18 Pro Max, and possibly offer a first glimpse of a foldable iPhone, but the usual base‑model iPhone 18 may be omitted from the fall lineup.
September event and expected lineup
The livestreamed presentation is anticipated to focus on Apple’s high‑end offerings. Rumors suggest that, in addition to the Pro and Pro Max variants, the company could showcase a prototype of a foldable device that would join the premium segment. Historically, Apple has rolled out a range of models from a lower‑priced base version to the more expensive Pro line, but this year’s schedule appears to diverge from that pattern.
Strategic shift amid component costs
Analysts attribute the change to a persistent memory‑chip shortage that has driven up manufacturing expenses across the tech sector. In June, former CEO Tim Cook acknowledged that Apple would need to raise product prices to offset higher component costs. Nabila Popal, senior director of data and analytics at IDC, explained that Apple is likely to launch three premium models in the fall and defer the mid‑range and budget devices until the following spring. “Our assumption is that they’re going to be launching three models in the fall, the premium side of the models of the 18 series,” Popal said, adding that the cheaper options could appear in spring 2027, possibly alongside an iPhone 18e and a second‑generation iPhone Air.
This timing would allow Apple to spread revenue more evenly between a traditionally strong fourth quarter and a weaker spring quarter. By concentrating on higher‑margin devices now, the company can command premium pricing without making the low‑cost phone prohibitively expensive. Popal described the approach as “premiumization,” a strategy that seeks to generate hype and higher margins on flagship products while postponing less profitable models.
To soften the impact of higher prices, Apple introduced a leasing program in July that lets customers rent the newest iPhone for a monthly fee and swap it out when a new model arrives. The program aligns with Apple’s broader push to turn hardware into subscription services. Popal noted, “The way most consumers buy Apple phones is through financing or trade‑in programs. We can expect a lot more aggressive trade‑ins to help cushion that.”
Implications for consumers and the broader market
Shawn DuBravac, chief economist at the Global Electronics Association, expressed optimism that technology’s long‑term deflationary pressure will eventually benefit buyers. “Throughout the history of time, the deflationary pressures of technology have always flowed to the consumer,” he told WIRED, adding that market dynamics will eventually bring prices down.
Folding smartphones, however, remain pricey. Samsung’s 2026 Galaxy Z series, Google’s Pixel 11 Pro Fold, and Motorola’s Razr 2026 models all saw price hikes, and rumors place Apple’s foldable iPhone at roughly $2,000. The high cost is prompting some consumers to turn to refurbished devices, a segment that has been growing even as new‑phone sales plateau. “The days of the cheap smartphone are over,” Popal asserted, noting that manufacturers are shifting focus away from low‑cost phones that have become less economical to produce.
Overall, Apple’s decision to delay the base iPhone 18 appears driven by supply‑chain pressures and a strategic desire to maximize revenue from its premium lineup. If the company follows through, the next year could see a spring launch of more affordable models, while the fall remains reserved for the most advanced, higher‑priced devices.
Mitchell Landsberg is a Senior Technology Correspondent at News Raise. He covers consumer electronics, artificial intelligence, software developments, and digital privacy trends.
