Why Apple did not launch successor of the ‘world's most-popular’ iPhone
Apple has deviated from its traditional September launch schedule by excluding the base-model iPhone 18 from its latest event, focusing instead on the Pro and foldable Duo models. Analysts suggest this shift is a strategic move to manage supply chain constraints and spread revenue across multiple quarters.
Why it matters
Apple's change in product release strategy signals a broader shift in how major tech companies manage manufacturing bottlenecks and consumer demand cycles.
Apple has launched the iPhone 18 Pro, iPhone 18 Pro Max and iPhone Duo – its first foldable smartphone – at its Surprise and Shine event. Fans also expected the Cupertino-based company to also unveil iPhone 18, the successor of the iPhone 17 that emerged as the world's bestselling smartphone in 2026 in the second quarter of 2026 (Q2 2026). Instead, the company broke from years of tradition. Rather than unveiling an entry-level iPhone 18 alongside its high-end tier, Apple reserved the keynote exclusively for premium hardware.The regular iPhone 18 was entirely missing from the presentation.
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