Apple on Wednesday unveiled the iPhone 18 Pro models and its first foldable handset, the iPhone Duo, in a launch event that marked John Ternus’s debut as CEO. With preorders opening soon, buyers face a complex decision between new hardware and existing inventory. Price sensitivity is heightened this year as memory chip costs have driven up smartphone prices across the market. Apple joined this trend, raising entry-level prices for the new Pro models by $100.
The company also restructured its fall lineup significantly. The iPhone 18 series lacks a base model, leaving the $899 iPhone 17 as the cheapest standard option despite its own recent price hike. This departure from tradition signals a shift in how Apple manages its product lifecycle and inventory.
A Shift in Discontinuation Policy
Historically, Apple discontinued previous year’s Pro models and discounted the prior base iPhone by $100. In September 2025, the iPhone 16 Pro was removed from shelves, while the iPhone 16 remained available at $699, or $729 without carrier discounts. The iPhone 16 Plus also stayed in the lineup at $799, or $829 without discounts.
That policy has changed. Apple discontinued the iPhone 17 Pro models but did not lower the price of the base iPhone 17 or the iPhone Air. Both devices are now more expensive than in previous years. The iPhone 16 Plus was removed from the lineup entirely, while the iPhone 16 saw a $100 increase to $799, or $829 without carrier offers.
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Meanwhile, the new foldable iPhone Duo enters the market at a premium. Starting at $1,999 for the 256 GB variant, it is the most expensive iPhone Apple has ever sold. The high price point reflects the complex engineering required for the folding mechanism and the premium positioning of the device.
Hardware Specifications and Storage Tiers
The fall 2026 lineup includes the standard iPhone 16, three iPhone 17 versions (iPhone 17e, iPhone 17, and iPhone Air), and three iPhone 18 models (iPhone 18 Pro, iPhone 18 Pro Max, and iPhone Duo). As of September 9, the pricing structure is as follows:
- $899: 512 GB iPhone 17e, 256 GB iPhone 17 ($929 without discount)
- $1,099: 256 GB iPhone Air, 512 GB iPhone 17 ($1,129 without discount)
- $1,299: 256 GB iPhone 18 Pro Max
- $1,499: 512 GB iPhone 18 Pro Max
Most available models start with at least 256 GB of storage and feature A19 or A20 chips. Exceptions include the iPhone 16, which uses an A18 chip and offers 128 GB of storage. Memory configurations vary, with most handsets featuring 12 GB of RAM, while the iPhone 16, iPhone 17e, and iPhone 17 include 8 GB.
All devices support Apple Intelligence and the updated Siri assistant. They are either upgradable to iOS 27 or run the latest operating system out of the box. The consistent software support across the range ensures that even older models remain functional for users who choose not to upgrade to the newest hardware.
Market Impact and Buyer Considerations
The broad price increases may catch some consumers off guard. The cheapest iPhone 18 Pro is $300 more expensive than the base iPhone 17. This gap makes the older model particularly attractive for budget-conscious buyers who do not require the latest Pro features. The value proposition of the standard iPhone 17 has strengthened relative to its successor.
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For consumers waiting for a direct replacement for the iPhone 17, the wait may be long. Apple has not announced a specific timeline for a base iPhone 18, which could leave a gap in the mid-range market. This strategy might encourage customers to stick with their current devices or opt for the discounted older models if they become available in the future.
The removal of the iPhone 16 Plus and the price hike on the iPhone 16 simplifies the lower end of the lineup. However, it reduces options for users who prefer larger screens without paying Pro-level prices. The iPhone Air serves as a middle ground, offering a thinner design at a $1,099 starting price.
Apple reportedly plans to introduce the iPhone 18e, iPhone 18, and iPhone Air 2 in March 2027. Rumors suggest the iPhone Air 2 might replace the iPhone 18, though this remains unconfirmed. Until next year, the current lineup represents the full range of options available to buyers.
The transition to foldable technology with the iPhone Duo marks a significant step for Apple. While the $1,999 price tag limits its immediate mass appeal, it establishes a new tier in the company’s portfolio. Buyers interested in this form factor will have to weigh the high cost against the novelty and utility of the folding design.
