Without a doubt, iPhone sales in the Chinese market make up a substantial proportion of Apple's global sales each year. The preference of domestic consumers for iPhones is a source of envy for competitors. Nevertheless, iPhone sales don't maintain a consistently high level throughout the year. After the launch of new models in September, combined with the Double 11 shopping spree, there's a growth phase lasting about three months. Following this, sales gradually taper off, roughly during the first and second quarters of each year. This timeframe offers a golden opportunity for competitors to "exploit the gap." To address this vulnerability, Apple appears set to make substantial changes to its iPhone 18 release strategy next year.

According to the latest leaks, Apple's new models next September will feature the iPhone 18 Pro series, an ultra-thin Air variant, and a Fold with a foldable screen. The standard version will see a significant delay, launching in the first half of 2027 alongside the new e-series models. This is clearly Apple's latest tactic to counter the onslaught from domestic smartphone brands, aiming to fill the sales voids created by a limited model range.

In fact, Apple tweaked the design and marketing approach of its annual new iPhones several years ago. The higher-priced Pro series (particularly the Max) has emerged as the primary revenue generator for the entire lineup. So far, this strategic shift has paid off, with overall revenue increasing annually. However, this year has brought some shifts. Owing to significant upgrades in the iPhone 17 standard version, sales have indeed surged, but this has also somewhat diminished users' inclination to opt for the Pro version. To cater to the market demand for the standard version, Apple has had to ramp up production capacity.

The initial over-enthusiasm for the standard version among users may not be what Apple desires, but the reality is already before us, and it can't be altered. Apple can only revise its strategy for the coming year, introducing the higher-priced Pro series, Air variant, and foldable screen first, leaving consumers with only these premium options for several months. Those who can't wait will have to make a purchase sooner, naturally boosting sales of the high-end versions.

Once the market fervor for new iPhones starts to wane, early next year, Apple will roll out lower-priced standard versions and e-series new models to spur sales. This way, without altering the model count, Apple can both fill sales gaps and effectively fend off competitive attacks. However, this move might also attract more grievances from users, who may feel that Apple is pressuring them into buying higher-priced models earlier. But Apple is unconcerned; it receives a barrage of complaints about its new products every year and isn't bothered by one more.

Some argue that given the low global sales of the ultra-thin Air version, it shouldn't be released next year. However, Apple cherishes its brand image. Just like the mini and Plus models, which persisted for two years, the Air will undoubtedly see another iteration, especially with numerous exclusive components still lying unused. It would be wasteful to discard them. Regarding the leaked iPhone Fold with a foldable screen, I personally anticipate that sales might be mediocre, considering the anticipated higher price point, which could deter a large segment of users.

If the iPhone 18 standard version is delayed by nearly half a year next year, will you hold out or opt for the Pro version earlier?