During John Ternus' first event as CEO, Apple introduced several new products, including the iPhone Duo, its first foldable phone, and the iPhone 18 Pro and Pro Max, which feature larger screens and a starting price of $1,199, a $100 increase from the previous model.
Notably absent was a standard iPhone 18, which analysts had anticipated would be released in the spring, aligning with Apple's historical pattern of introducing lower-cost models during that time. This change in strategy aims to smooth out revenue fluctuations, as Apple's sales typically peak during the holiday season and decline in subsequent quarters.
Analysts like Francisco Jeronimo from IDC suggest that this split-launch approach could help balance revenues throughout the year, while Bank of America analyst Wamsi Mohan cautioned that it might lead price-sensitive consumers to delay upgrades until the more affordable models are available.
Additionally, simplifying the product lineup by releasing fewer models could ease supply chain pressures, especially given the current high memory prices. The foldable iPhone Duo, priced at $1,999, showcases Apple's innovation in multitasking capabilities and further reduces reliance on Qualcomm with its new in-house C2 modem, which offers improved performance and energy efficiency