Apple delayed entry-level iPhone 18 to boost Pro model revenue
This move forces consumers upgrading in the autumn to pay a $200 premium for Pro models or delay upgrades, raising average selling prices and shifting the product mix toward higher-margin devices during peak sales.
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Apple splits iPhone 18 launch to boost Pro sales
Apple released the iPhone 18 Pro and Pro Max in September 2026 but delayed the entry-level iPhone 18 until Spring 2027. This was a deliberate business decision to maximize revenue by pushing customers to buy higher-margin Pro models during the holiday quarter, despite the risk of alienating mid-tier buyers.