You won't be able to buy the iPhone 18 next year because Apple hopes you'll pay more for a more expensive one.

Next year, you may not be able to buy the iPhone 18.

What this means is not that the iPhone 18 has been cancelled. Instead, starting from the next - generation product, Apple will make significant adjustments to the release rhythm of the standard - edition iPhone (the digital series).

According to ET News:

In September next year, Apple will only release high - end models such as the iPhone 18 Pro, Pro Max, and iPhone 18 Air.

The standard - edition iPhone 18 will be released in the spring of 2027, together with the iPhone 18e.

If this is true, this will be Apple's biggest adjustment to its release strategy since establishing the strategy of releasing four models per generation in 2020:

First, the release rhythm will be extended and more frequent, ensuring that there is a new model every six months - this can be seen as a response to the Android camp, which constantly launches new products throughout the year.

Second, like the iPad and Mac, the "iPhone" will become a large family with clearly differentiated product lines: Pro (Max), Air, standard edition, e (entry - level), and the folding series to be launched next year.

01

There was a time when buying an iPhone didn't involve much hesitation: after all, only one model was released each year, and you could only choose the storage capacity and color.

However, it's obvious that one can't fight against many. Users' demands for smartphones are becoming increasingly diverse. One iPhone can't satisfy both users who prefer large - screen phones and those who prefer small - screen phones, nor can it be sold to consumers with limited budgets but a longing for Apple.

Under the careful management and precise decision - making of CEO Tim Cook, who has a strong business sense, Apple has further refined the SKUs of the iPhone product line, covering a wider price range.

IFanr has previously discussed and analyzed that the best - selling generations of iPhones happen to be those with more models in the same generation and significant changes in form:

For example, the iPhone 6 & 6 Plus, iPhone 8 (Plus) & iPhone X

And the iPhone 12 series, which established the strategy of releasing four phones at once

Making a "budget - friendly" iPhone doesn't quite match the company's product image. However, facing competitive pressure, Apple has to change its strategy.

The iPhone 5c, which was released at the same time as the iPhone 5s, was an unsuccessful attempt: both its core and peripheral configurations were clearly one generation behind compared to the flagship of the same generation.

Of course, the flagship iPhone 5s switched to a 64 - bit processor and was the first to be equipped with Touch ID, becoming a product of cross - era significance - it was completely predictable that the iPhone 5c would be unpopular.

Later, the first - generation iPhone SE finally established a versatile formula for the entry - level iPhone: in terms of form, it is one generation behind the currently available iPhones, the peripheral configurations are scaled back, but the latest processor is used. The overall configuration can be slightly inferior but not far behind.

The culmination of this strategy is the iPhone 16e we saw this year: it removed peripheral configurations such as MagSafe and DP video output, which they think "consumers at this price point won't use", and accounted for 11% of iPhone shipments in the US last quarter.

After all, in the "tough" overseas market, most mid - and low - end phones are of poor quality. A phone that is a bit more expensive but is still the cheapest member of the iPhone family appears to be extremely competitive.

02

Since the sales of more expensive iPhones have been sluggish in recent years, increasing revenue by annually updating the entry - level models is indeed a good strategy. Some bloggers have revealed the configuration of next year's iPhone 17e: the notch will be replaced by the Dynamic Island, and the rest will remain the same, continuing to focus on the "cheapest iPhone" route.

Starting from next year, the standard - edition iPhone, which will be grouped with this product line, has sent a clear message that it aims to further widen the gap in positioning with the iPhone Pro.

From the iPhone 13 and iPhone 13 Pro to the iPhone 14 with minimal upgrades and the iPhone 14 Pro with the "Dynamic Island", the gap between the standard edition and the Pro edition has been visibly widening, gradually becoming an anchor point to highlight the product strength of the Pro edition.

After all, the Pro series is still the main sales force for Apple, bringing higher gross margins.

The iPhone 14 may be the generation with the largest gap between the standard edition and the Pro edition

The iPhone 16 and iPhone 17 have slightly narrowed this gap: due to AI, the processor of the former has skipped two generations, and the A18 at least numerically matches the A18 Pro of the iPhone 16 Pro; according to multiple sources, the iPhone 17 will finally be equipped with a high - refresh - rate screen, and the iPhone 17 Pro will lose a key configuration advantage.

Although the iPhone 16 Pro is still the top - selling model this year, according to data from the Consumer Intelligence Research Partners in the first quarter of this year, the market share of mid - range models represented by the iPhone 16 and iPhone 16e has increased, while the share of Pro models has shrunk.

Regarding the brand - new Air product line this year, current reports suggest that it will be equipped with a reduced - spec version of the A19 Pro processor from the iPhone 17 Pro series, and the price will be around $900, probably $899, priced close to the $999 iPhone 17 Pro.

03

The logic is obvious: Apple doesn't want to release multiple iPhones with large price differences at the same time, which may lead to mid - range models encroaching on the market of the flagship models.

Therefore, in September next year, Apple will still offer four iPhones. You'll only have to choose between the lightweight but somewhat compromised iPhone 18 Air, the more expensive but all - around iPhone 18 Pro, spending a little more for the iPhone 18 Pro Max, or spending a lot more for the "future - proof" new folding - screen iPhone 18 Fold.

I believe that this year's iPhone 17 Air is just a trial. Next year's iPhone 18 Air will be more mature in terms of technology and form, and may further replace the current "standard edition".

As for those users who used to be hesitant between the standard - edition iPhone and the iPhone Pro, they won't have the problem of whether to add money for a higher - end model. Instead, they won't be able to buy the lower - end model at all. They might as well directly purchase the iPhone 18 Air or iPhone 18 Pro during the upcoming Christmas season.

For users with limited budgets and price - sensitive, they never considered the more expensive Air and Pro series anyway. They are willing to make do with their current phones and wait a few more months to buy the standard edition with a lower price and configuration.

In fact, the standard - edition iPhone 18 will become an "iPhone 18e Pro" in name only.

That is to say, in the next few years, Apple not only has two major moves in store, the folding iPhone and the "20th - anniversary" iPhone, but also through further restructuring of its product sales strategy, it will convert some standard - edition users to buy the more expensive Air and Pro models, and continue to retain users with tight budgets with two entry - level models.

It seems that Apple's revenue and gross margin, especially from the iPhone, will reverse the downward trend of the past two years in the next few years.

This article is from the WeChat official account "IFanr" (ID: ifanr), author: Discovering tomorrow's products. It is published by 36Kr with authorization.