Apple may not launch successor of its most-selling iPhone of the year 2026
Apple is reportedly considering a shift in its product launch strategy, potentially delaying the standard iPhone 18 until 2027. While the iPhone 17 remains a top-selling device globally, the company may prioritize the release of Pro models and a foldable smartphone in the next cycle.
Why it matters
A change in Apple's release cadence could significantly impact global smartphone market dynamics and consumer upgrade cycles for its most popular flagship devices.
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.
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