Apple is planning to split its flagship iPhone launch across two seasons for the first time, according to Bloomberg’s Mark Gurman. The iPhone 18 Pro, iPhone 18 Pro Max, and Apple’s first foldable iPhone are expected to launch September 8, while the standard iPhone 18 and a new “iPhone 18e” will arrive in spring 2027.

The foldable iPhone represents Apple’s most significant hardware innovation in years. The device is expected to feature a smaller Dynamic Island, improved cameras, and 5G-via-satellite capability.

The Foldable Strategy

Apple has been cautious about foldables, waiting for technology to mature before entering the segment. Samsung and other Android makers have already released folding phones, but Apple’s late entry into the category typically signals the company is ready with a refined take on the concept.

The iPhone 18 Pro’s expected design keeps the form factor similar to the iPhone 17 Pro, suggesting Apple will differentiate through processor speed, camera improvements, and software rather than dramatic industrial design changes.

Spring 2027 Timing

The decision to stagger launches — with Pro models in September and standard models in spring 2027 — gives Apple flexibility to manage production and supply chain logistics. It also extends the marketing and sales calendar, stretching iPhone news across two seasons.

This approach shifts iPhone launches away from the traditional September-to-September cycle that has dominated for over a decade.

Market Implications

Delaying the standard iPhone 18 until spring 2027 means anyone waiting for a new iPhone this fall will need to choose between the Pro lineup and current-gen models. Apple may be banking on Pro sales momentum during the critical Q4 season.

Apple’s foldable iPhone could reshape the flagship smartphone market if it delivers on design and performance. Samsung has proven demand exists; Apple is betting it can do it better.