Apple adjusts iPhone 18 strategy with delayed standard model launch

Apple is shifting its product launch strategy for the iPhone 18 generation. While the iPhone 18 Pro and Pro Max were released in September 2026, the standard iPhone 18 model is expected to debut later, likely in the spring of 2027. This delay follows the strong market performance of the iPhone 17, which led the global smartphone sales charts in both the first and second quarters of 2026.

Reports indicate that Apple is preparing a substantial production run for the standard iPhone 18, with manufacturing potentially starting in late November 2026 to build significant inventory. The new model is expected to feature the A20 chip, a smaller Dynamic Island, and Apple’s proprietary C2 modem.

In China, the launch of the iPhone 18 Pro has helped Apple regain market leadership, capturing approximately 33% of weekly sales. This recovery occurs despite a general decline in the Chinese smartphone market and rising component costs. The delayed release of the base model has also driven some consumers toward the higher-margin Pro series.