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. The standard iPhone 17 captured 6% of global smartphone sales in the April-June quarter, according to Counterpoint Research. 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.
Despite the strong sales of the iPhone 17, reports suggest Apple may not unveil the regular iPhone 18 in September 2026. 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. 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.
Apple is expected to split the launch of its next iPhone lineup, according to reports citing supply-chain analyst Ming-Chi Kuo and Bloomberg’s Mark Gurman.