A "Clever Market Adjustment"

The first rumors of the new schedule, which is unprecedented, after all, were met with surprise, to say the least, though since it’s thought this fall will see the release of the first folding iPhone, possibly called the iPhone Ultra, there seemed to be a sense in not flooding the market with new models.

In posts on Weibo, serial leaker Fixed Focus Digital reported on what may be Apple’s thinking. “A very clever market adjustment mechanism is in place,” the leaker began.

“Apple proactively chose to delay its release, extending the market buzz of the previous generation. This reduces production costs and increases market share,” they went on.

I see the logic in this, though it’s worth noting that Counterpoint Research said on May 4, 2026 that the iPhone 17 “was the world’s best-selling smartphone in Q1 2026, capturing 6% of global unit sales,” with iPhone 17 Pro Max and iPhone 17 Pro in second and third positions.

Supply Chain Concerns

Global supply issues may be a factor as well. “By extending the ‌iPhone 17‌'s production cycle and launching a large-scale manufacturing ramp, Apple is said to be using the additional time to let the ‌iPhone 17‌ consolidate market share at the mainstream price tier before its downgraded successor arrives,” MacRumors said.

That last comment refers to the expectation that the iPhone 18 will have downgraded components compared to the current model, though I must say I don’t really follow this. If the iPhone 18 comes even later, won’t it look like even more of a downgrade? Time will tell.