That means there will be a lot of disappointed Apple fans this year. Here’s what’s not coming—and when to expect it to arrive.
Don’t expect the full iPhone 18 family
For years, Apple has announced every flagship iPhone model at the same event in September. But that seems set to change this year as Apple both expands and shifts its iPhone lineup to welcome new models.
Multiple reports suggest Apple is splitting its iPhone roadmap into two launch windows. Premium models, including the iPhone 18 Pro and iPhone 18 Pro Max, and the foldable iPhone Ultra, are expected to debut this September. The standard iPhone 18, however, is rumored to arrive several months later, likely alongside the spot usually reserved for the iPhone 18e.
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Apple
This would mark a major shift in Apple’s strategy and will make the September keynote much more of a “Pro” event than a simple iPhone event as we know it today.
From Apple’s perspective, the move makes sense. Launching six phones at once inevitably means some products receive far less attention than others. Separating the lineup gives Apple two opportunities each year to dominate the smartphone conversation while also simplifying manufacturing and supply chain logistics.
For buyers, though, it creates a different problem. If you’re interested in Apple’s more affordable phones, the September keynote may not have much to offer. That means you’ll probably have to wait much longer to buy the phone you want.
