Apple plans to introduce the highly anticipated new iPhone 18 series at its event in September this year, as usual. However, the latest leaks from the technology world reveal that this launch may be similar to the unusual process of COVID-19 restrictions in 2020. Although Apple generally follows a stable sales strategy by launching all its new models in the same period, it is stated that shipments may be spread over different dates this year due to strategic difficulties and production disruptions. It is considered that the time difference between high-end models and basic versions may be a measure taken by the company to maintain market stability.

Apple is Moving Away from Traditional Launch Calendar

For Apple, iPhone models are the most important product, accounting for a large portion of the company’s total revenue. For this reason, it is of critical importance for the company to follow a credible schedule in order to renew faith in Wall Street and consumers. Under normal circumstances, four new models are announced at the beginning of September, and all devices are put on sale towards the end of the month.

However, the global crisis experienced in 2020 disrupted this calendar and postponed the launch to October, causing the models to be released gradually until November.

This year’s strategy is expected to be similar to the period of uncertainty in 2020.

Pro Models Are Launched First

According to leaks, Apple will start the sales process this fall, giving priority to the iPhone 18 Pro and iPhone 18 Pro Max models. Other models are expected to hit the shelves at a later date. In particular, although the long-awaited foldable iPhone Ultra model was introduced in September, the device’s launch may take place a few weeks after the Pro series.

This shows that Apple faces some difficulties in its production and supply chain strategy.

Changes Are Being Made in Model Diversity

Claims that Apple may appear on the scene with fewer models this fall also remain on the agenda. The possibility of iPhone 18 and iPhone Air 2 models being postponed to spring 2027 indicates that the narrowest autumn launch seen since 2019 may occur. Global memory crises and technical difficulties in the mass production of new generation foldable technologies seem to be forcing Apple to make such decisions.

What are your intentions about these strategic decisions from Apple? How do you think these possible delays in the iPhone 18 series will affect the user experience? Share with us in the comments section.