EQUIPThe Verge · 5d ago
Apple skips the base iPhone 18 at its fall launch event
Executive Brief
The 30-second read
Apple deviated from its traditional product release cycle by excluding a base model from the iPhone 18 launch event. The company pivoted its mobile hardware strategy toward high-end segments, introducing the iPhone 18 Pro series and a new foldable device.
- 01Apple exclusively launched premium tier hardware including the iPhone 18 Pro and Pro Max
- 02The new foldable iPhone Duo represents a significant expansion into the high-end folding market
- 03Base model iPhone 18 was omitted from the fall launch event despite historical precedent
- 04Current product strategy emphasizes high-margin professional and experimental form factors over entry-level devices
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Business Travel Management 2026: Program Blueprint →AI-generated summary · Verify at source
Apple is taking the unusual step of skipping the base iPhone 18 this fall. At its "Surprise and shine" event today, the company revealed the iPhone 18 Pro and Pro Max, alongside the new foldable iPhone Duo. But the base iPhone 18 was a no-show. Rumors had suggested Apple would only launch premium iPhones this […]