There May Not Be an iPhone 18 This Year
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Every year around this time, Apple announces new iPhones.
Key facts
- Samsung’s entire 2026 Galaxy Z folding smartphone range saw price increases, as did Google’s new Pixel 11 Pro Fold, and Motorola’s Razr 2026 models
- In June, former Apple CEO Tim Cook acknowledged that Apple would raise product prices to keep up with manufacturing costs
- Our assumption is that they're going to be launching three models in the fall, the premium side of the models of the 18 series,” says Nabila Popal, a senior director of data and analytics at IDC
- Shawn DuBravac, chief economist at the Global Electronics Association, tells WIRED he is optimistic about what these kinds of rising prices ultimately mean for customers
Summary
Apple’s iPhone event will be held on September 9 at 10 am Pacific (1 pm Eastern), announced last week with the title “Surprise and Shine!” If you tune into the livestream, expect the announcement of an iPhone 18 Pro, 18 Pro Max, and, if all the rumors and widely held analyst expectations are true, the first look at an Apple foldable device. Based on leaks and the ongoing tech rumor mill and its decent track record for figuring these things out, Apple is expected to prioritize its more expensive, premium devices this year and hold off on announcing its base model iPhone 18. Why the drastic change in strategy? “Our assumption is that they're going to be launching three models in the fall, the premium side of the models of the 18 series,” says Nabila Popal, a senior director of data and analytics at IDC.