IT House reported on September 8 that the US investment bank KeyBanc released a market research report yesterday (September 7), predicting that Apple will postpone the release of the standard iPhone 18 to the spring of 2027, resulting in a year-on-year decrease of approximately 11 million iPhone production in the second half of 2026.
The investment bank predicts that Apple will release iPhone 18 Pro, iPhone 18 Pro Max, and folding screen iPhone Ultra at the autumn event held on September 9, local time (1 a.m. on September 10, Beijing time).
In terms of selling price, the investment bank estimates that the selling prices of the above three models are as follows:
| model | KeyBanc predicted starting price | Changes from previous generations/known benchmarks | Increase calculation |
|---|---|---|---|
| iPhone 18 Pro | 1,249 US dollars (IT Home Note: The current exchange rate is approximately 8,404 yuan) | Increased by US$150 (approximately RMB 1,009 at current exchange rate) | 13.65% |
| iPhone 18 Pro Max | 1,399 US dollars (approximately 9,413 yuan at the current exchange rate) | Increased by US$200 (approximately RMB 1,346 at current exchange rate) | 16.68% |
| Folding screen iPhone Ultra | Starting from US$2,199 (approximately RMB 14,796 at current exchange rate) |
In terms of shipments, the investment bank estimates that Apple will produce 80 million iPhones between the fourth fiscal quarter of fiscal year 2026 (June 28 to September 26, 2026) and the first fiscal quarter of fiscal year 2027 (September 27 to December 26, 2026), a decrease of 11 million units from the same period last year and a year-on-year decrease of 12.09%.
The report pointed out that in the holiday sales quarter after Apple releases new products, Pro models usually account for more than 80% of all iPhone sales. After that, market demand usually gradually shifts to lower-priced non-Pro models, so the agency believes that this reduction in sales may have limited impact on Apple’s overall earnings.
2026 Apple Autumn New Product Launch Feature
