Apple has updated its autumn launch strategy by excluding the standard iPhone 18 model from its recent event. The presentation featured only the iPhone 18 Pro, iPhone 18 Pro Max, and iPhone Duo. According to IDC, the standard model typically accounts for approximately 16% of global iPhone shipments in the second half of the year.
Nabila Popal, senior research director at IDC, suggests this shift is a deliberate move to adjust the product mix and release cadence. With the iPhone lineup expanding to six models, Apple aims to avoid information overload and prevent market attention from being diluted during a single event.
The company plans to split its product launches between autumn and spring. The autumn event will focus on high-margin flagship devices, such as the Pro series and foldable models, to drive demand in the premium segment. Meanwhile, the spring event will target lower-priced models, including the standard version, the e-series, and the Air.
This strategy is designed to extend the product lifecycle and maintain market visibility throughout the year. By spreading out releases, Apple intends to balance revenue contributions across all quarters and reduce the heavy reliance on sales performance during the second half of the year.
Industry reports indicate that the standard iPhone 18 is expected to debut around March next year. It is projected to be unveiled alongside the iPhone 18e and the iPhone Air, marking a new approach to Apple's annual hardware release schedule.
