Apple delays base iPhone 18, raises Pro prices — strategy bet
Apple launches iPhone 18 Pro in September 2026, holds the standard iPhone 18 until early 2027.
Six-month gap lets Pro command premium pricing unchallenged, converting Pro-hungry buyers who can't wait into full-price customers.
Signals a shift toward margin-first product cadence — fewer SKUs, longer Pro exclusivity, higher ASP (average selling price).