Apple Shifts iPhone Release Strategy for First Time in Seven Years
At John Ternus' debut as CEO, Apple announced a major shift in its annual product release strategy by not unveiling the standard iPhone model during its fall event. Instead, it revealed only the Pro models—iPhone 18 Pro and Pro Max—and introduced its first foldable phone, the iPhone Duo. Analysts had anticipated this move, expecting the mainline iPhone to be launched separately in spring when Apple has historically released lower-cost devices like the iPhone SE. The absence of a standard model at the fall event marks a new approach for Apple aimed at balancing quarterly revenue by spreading out major product launches across different seasons. Historically, Apple's strongest sales quarter is its first fiscal quarter (which includes Christmas), followed by weaker performance in subsequent quarters. Launching lower-priced iPhones during spring could help stabilize year-round revenues. Apple also raised the starting price of the iPhone 18 Pro to $1,199 and increased prices for Macs and iPads earlier this year due to ongoing supply chain issues.
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Topics: Apple foldable phone iPhone 18 Pro iPhone Duo John Ternus price increase