Apple Prepares Two-Stage Launch for iPhone 18

Apple is planning a significant shift in its traditional iPhone launch strategy. According to sources close to the company and specialized publications such as DigiTimes and Bloomberg, the iPhone 18 will be launched in two distinct phases starting in the second half of 2025.

The novelty is part of a broader move by the company to position the first foldable iPhone as the center of attention, without directly competing with conventional models during the initial marketing campaign.

What's Behind the Change?

Traditionally, Apple launches all models of a new iPhone generation — such as the standard and Pro models — at the same event in September. However, with the imminent arrival of its first foldable model, the brand is rethinking this format.

According to industry rumors, Apple wants to ensure that the foldable iPhone (whose name has not yet been confirmed) has exclusive prominence, without sharing space with the other models in the iPhone 18 line. This will require a carefully segmented launch campaign, possibly with two major events:

• September 2025: launch of the standard iPhone 18 and iPhone 18 Pro/Pro Max models.

• October or November 2025: presentation of the foldable iPhone, with a special emphasis on its features and differentiators.

What is Known About the Foldable iPhone?

Although Apple has not officially confirmed it, several leaks suggest that the first foldable iPhone is already in an advanced stage of development. Some preliminary information indicates:

• Internal foldable OLED screen of up to 8 inches;

• Adaptive interface to optimize the experience in different formats (closed and open);

• Compatibility with Apple Pencil (under study);

• Premium construction with an invisible or almost imperceptible hinge;

• Possible commercial name: iPhone Flip or iPhone Fold.

There is also speculation that Apple is working with two prototypes simultaneously, one similar to the Galaxy Z Flip and another in the style of the Galaxy Z Fold, both from Samsung — which already dominates this market.

Apple Bets on Exclusivity to Highlight the New Format

By separating the launch into phases, Apple seeks to create a distinct narrative for the foldable iPhone. This allows the company to better control communication and market tests, as well as avoid direct comparisons with the traditional models of the 18 line right from the start.

Industry experts believe that Apple wants to repeat the success of the first Apple Watch launch, which had its own event in 2015. The strategy also reduces the risk of cannibalization — when a product from the same brand reduces the sales of another.

Main Expected Features in the iPhone 18 (Traditional Models)

Even with the focus on the foldable, the iPhone 18, 18 Plus, 18 Pro, and 18 Pro Max models should also bring significant advances. Among the expected features:

• A18 Pro chip with a focus on AI performance;

• iOS 19 with more integration of generative artificial intelligence;

• Improved cameras with a new 48 MP main sensor for all models;

• Design with even thinner bezels and a lighter body;

• Wi-Fi 7 connectivity and 5G improvements;

• New color and finish options.

In addition, Apple is expected to continue to reduce the differences between the standard and Pro versions, creating a more cohesive ecosystem, but with competitive advantages for the premium models.

Why is Apple Entering the Foldable Market Now?

Although competitors such as Samsung, Huawei, and Motorola have already launched several foldable models in recent years, Apple has adopted a more cautious stance. According to analysts, this is due to factors such as:

• Maturity of flexible screen technology;

• Resistance and durability of components;

• Global demand for foldable devices still growing;

• High production costs;

• Sustainability and quality assurance issues.

Now, with the market more stable and public acceptance increasing, Apple seems confident that there is room to innovate and lead in this segment as well — especially with the reputation for quality that the brand carries.

Impact on the Market and Consumers

Apple's new strategy could have significant impacts on the premium smartphone market, especially for companies that also invest in foldable devices.

For consumers, expectations are high: Apple's entry into the segment could:

• Popularize foldables and generate more competition;

• Stimulate price reductions over time;

• Increase interest in applications and services optimized for flexible screens;

• Lead to a new era of design and functionality for mobile devices.

Apple May Use Artificial Intelligence as a Differentiator

Another point that should gain prominence in both traditional and foldable models is the integration of generative artificial intelligence features. iOS 19 should bring advances in this area, such as:

• Smarter automatic suggestions;

• Photo and video editing via voice commands;

• More accurate real-time translations;

• Text summaries in messages and emails;

• Personalized shortcuts based on user usage.

With this, Apple intends to position its devices as hubs of productivity and creativity, aligning with the global movement of integrating AI into mobile devices.

Two-Phase Launch: Advantages for Apple

Separating the launch into two phases allows Apple to:

• Study market reception in real-time;

• Adjust marketing strategies based on feedback from the first launches;

• Generate continuous anticipation throughout the semester;

• Take advantage of different consumption cycles (back-to-school and end-of-year);

• Prevent the foldable iPhone from "overshadowing" the Pro models, and vice versa.

The company also gains more logistical flexibility and can dilute production risks, especially considering the complexity of the new foldable design.

Final Considerations

With the iPhone 18 launch scheduled to occur in two phases, Apple once again demonstrates its ability to redefine market standards, even when entering promising segments such as foldable smartphones late.

The expectation is that traditional models will bring incremental improvements, while the foldable iPhone will represent a significant leap in design, usability, and innovation. The division of dates and strategies could be a watershed moment for the company — and also for the future of the smartphone industry.

Sources: DigiTimes, Bloomberg, and industry analyses published by MacRumors

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Image credit to — ConceptsiPhone