Apple Inc. CEO John Ternus will lead the company's first premium-only iPhone lineup launch this September.
Apple Inc. CEO John Ternus will lead the company's first premium-only iPhone lineup launch this September. This strategy marks a significant shift for the company, as the fall lineup is expected to exclude mainstream models like the iPhone 18, 18e, and Air 2, which are deferred until spring 2027.
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Instead, the launch will focus on premium devices, specifically the iPhone 18 Pro, Pro Max, and the new foldable iPhone Ultra. JPMorgan analyst Samik Chatterjee noted that this shift makes the launch unusually consequential. The company will depend disproportionately on premium devices to drive volumes during the holiday quarter. While the strategy aims to lift average selling prices and margins, it will require convincing customers who would normally choose lower-priced models to trade up to the premium options. Additionally, JPMorgan expects Apple to raise U.S. prices for the Pro and Pro Max models by approximately $100 to offset higher component costs. Investors will monitor supply chain production revisions later in the quarter to determine if consumers embraced the higher-priced premium lineup or chose to wait for the delayed mainstream models.