Apple may not launch successor of its most-selling iPhone of the year 2026

Apple's iPhone 17 has emerged as the world's best-selling smartphone in 2026 so far, but its successor may not arrive during the company's usual September launch event. According to Counterpoint Research, the standard iPhone 17 captured 6% of global smartphone sales in the April-June quarter. The iPhone 17 Pro Max and iPhone 17 Pro, on the other hand, took the next two spots. However, multiple reports suggest Apple may delay the regular iPhone 18 until 2027 as part of a new launch strategy. If the reports are accurate, Apple could launch its Pro models and a foldable iPhone first, leaving buyers of its most popular iPhone model waiting longer for an upgrade.iPhone 17 was the world's best-selling smartphone in Q2 2026The standard iPhone 17 was the world's best-selling smartphone during the second quarter of 2026, accounting for 6% of global smartphone unit sales, Counterpoint Research said. Apple also took the second and third spots with the iPhone 17 Pro Max and iPhone 17 Pro. The research firm said the base iPhone 17 benefited from upgrades that helped narrow the gap between the standard and Pro models.Counterpoint Senior Analyst Karn Chauhan said, “Apple’s unit sales grew 5% YoY despite a broader market decline. iPhone sales increased across India, Japan, and the MEA, and nearly doubled in South Korea in Q2 2026, driven by the iPhone 17 series.”The iPhone 17 had also topped the global rankings in the first quarter of 2026, showing continued demand for Apple's standard flagship model.Apple may delay the regular iPhone 18 until 2027Despite the strong sales of the iPhone 17, reports suggest Apple may not unveil the regular iPhone 18 in September 2026. According to reports citing supply-chain analyst Ming-Chi Kuo and Bloomberg’s Mark Gurman, Apple is expected to split the launch of its next iPhone lineup. The iPhone 18 Pro and iPhone 18 Pro Max are expected to arrive first, alongside Apple's rumoured first foldable iPhone. The standard iPhone 18 could follow around March 2027.Such a move would mark a major change for Apple. For years, the standard iPhone and Pro models have launched together in September.Apple iPhone Air successor may also have to waitThe reported change may not affect only the standard iPhone 18. Apple's next-generation iPhone Air, often referred to in reports as the iPhone Air 2, is also expected to arrive later.Reports suggest the device could be part of Apple's spring 2027 launch alongside the standard iPhone 18 and a possible iPhone 18e.If Apple follows this reported strategy, its September 2026 event could focus on its more expensive iPhones – iPhone 18 Pro and iPhone 18 Pro Max along with its first foldable, while the standard models get a separate launch window.Get the latest technology news and updates. Download the TOI App.