Apple’s upcoming iPhone 18 series is already generating strong buzz months ahead of its expected launch, with fresh leaks pointing to pricing plans, design tweaks and a major shift in the company’s release strategy.
Recent analyst reports suggest Apple could stick to an “aggressive pricing strategy” for its iPhone 18 Pro lineup, keeping the starting price close to the iPhone 17 Pro at around $1,099, while the Pro Max is expected to remain near $1,199. This comes at a time when a global memory chip shortage is pushing several Android makers, including Samsung and Xiaomi, to consider price increases in 2026.
Industry watchers say the so-called RAM crisis is affecting supply chains worldwide, yet Apple may be using its scale and long-term contracts to hold prices steady, at least for its premium models.
Unlike previous years, the iPhone 18 Pro may not be the main attraction. Reports suggest Apple’s first foldable iPhone could take centre stage at the 2026 event, marking one of the company’s biggest design shifts in years.
The device is expected to feature a book-style design with a 4:3 aspect ratio when unfolded, alongside a smaller 5.5-inch outer display. Analysts believe Apple may also introduce new iOS multitasking tools designed specifically for the foldable format.
However, demand could outpace supply initially due to complex production, with some reports suggesting shipments may slip into late 2026 or early 2027.
Modest upgrades for the iPhone 18 Pro
While not a major redesign, the iPhone 18 Pro is expected to include several internal improvements. These include Apple’s A20 Pro chip built on a 2-nanometre process, a next-generation C2 modem, and a slightly smaller Dynamic Island for more usable screen space.
Other rumoured changes include a variable aperture main camera, improved battery efficiency, and a new Cherry Red colour option. Despite these upgrades, early leaks suggest the design will remain largely unchanged from the iPhone 17 Pro.
Split launch plan for 2027
Apple is also reportedly reshaping its release cycle. The base iPhone 18, along with the iPhone 18e and iPhone Air 2, may be delayed until spring 2027 instead of launching in 2026.
If true, this would leave the Pro models and foldable iPhone as the main highlights of the 2026 launch window.
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