India, July 26 -- The iPhone 18 lineup might be the biggest change to Apple's iPhone launch strategy in over a decade. Rather than launching all models simultaneously, several reports suggest that Apple will launch the premium iPhone 18 Pro and iPhone 18 Pro Max in September 2026, but will hold back the standard iPhone 18, iPhone 18e and potentially the next-gen Air model until Spring 2027. The move is expected to boost sales of Apple's premium smartphones during the holiday shopping season.

Counterpoint Research said Apple has been dominating the global premium smartphone market (smartphones priced over $600) in recent years with nearly 46% share, making the high-end segment one of its biggest revenue drivers while Apple has not officia...