The iPhone is facing a major transformation. Apple has been releasing four new models every year for some time now – standard, Plus, Pro, and Pro Max. But starting next year, this rhythm will change. The fall 2026 collection will consist exclusively of high-end iPhones. Affordable models will move to the spring. For users, this means more iPhones per year, but also higher prices in the fall.
In a few months, Apple will unveil the iPhone 17. The highlight will be the new iPhone 17 Air, which will be slimmer and lighter than previous models and replace the previous Plus model. But that's just the beginning. Things will get really interesting in 2026, when Apple dedicates the entire fall to the premium segment. The previous division into standard and Pro models in the same release window will thus be a thing of the past.
Apple's new fall strategy
Starting in fall 2026, Apple will only introduce premium iPhones. According to several trusted sources, the following models are planned:
- iPhone 18 Air
- iPhone 18 Pro
- iPhone 18 Pro Max
- iPhone 18 Fold
What's immediately noticeable is that the classic standard model is missing. Apple plans to launch cheaper iPhone variants in the spring instead. This means that the fall will be reserved exclusively for more expensive models. This is a clear change of course and is likely to have a significant impact on purchasing behavior.
What this means for buyers
If you're planning on buying a new iPhone this fall, expect higher entry-level prices. The cheapest model in the new lineup will be the iPhone 18 Air. It's expected to start at around €1,000, possibly a bit less. This will be followed by the more popular Pro models, which are expected to start at €1,199 as usual. The top-of-the-line model will be the iPhone 18 Fold. This will be a foldable iPhone—the first of its kind from Apple. Exact details aren't available yet, but price forecasts are in the range of $2,000 to $2,500.
Spring instead of autumn for entry-level models
About six months after the launch of the premium iPhones in the fall, Apple plans to introduce two new budget models:
- iPhone 18
- iPhone 18e
These two models are intended to offer a more affordable alternative and replace the current standard and Plus models. This means there will be more new iPhones every year than ever before – with a clear distinction based on price and release date.
Premium only in autumn: Apple's new iPhone strategy
Starting in 2026, a lot will change at Apple. The fall collection will focus entirely on high-end models, while lower-priced versions won't appear until spring. This means more choice for you, but also greater differentiation. Anyone who buys a new iPhone in the fall will automatically opt for a premium device. Anyone looking to save money will have to wait until spring. This new product strategy could permanently change the iPhone market—both in terms of price and technology. The best products for you: Our Amazon Storefront offers a wide selection of accessories, including those for HomeKit. (Image: Shutterstock / Mehaniq)
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