Apple splits iPhone 18 launch, delays standard model amid cost pressures

Apple is set to unveil the iPhone 18 Pro, iPhone 18 Pro Max and its first foldable iPhone in September 2026, while the standard iPhone 18 and the lower‑priced iPhone 18e will be postponed to spring 2027. The split launch is driven by a sharp rise in component costs, especially NAND flash and DRAM memory, which have surged due to AI‑driven demand, and by the introduction of a new 2 nm A20 Pro processor. Counterpoint Research estimates that the bill‑of‑materials for a 1 TB iPhone 18 Pro Max could be up to $300 higher than the comparable iPhone 17 Pro Max, pushing Apple to raise retail prices, particularly for higher‑storage variants.

Apple is also changing its internal packaging from package‑on‑package to a wafer‑level multi‑chip module, a shift that complicates the integration of new memory suppliers such as China’s CXMT. Analysts expect price increases of roughly $100‑$200 for the Pro line, with larger hikes for top‑end configurations. The move coincides with a leadership transition to John Ternus and is positioned as a strategic play to stay ahead of Android competitors.

Overall, the launch strategy reflects Apple’s response to supply‑chain cost pressures and its intent to preserve margins while delivering new hardware features such as a larger battery, variable‑aperture cameras, and iOS 27 with enhanced on‑device AI.