
Apple’s Premium-Only iPhone Launch Tests a New CEO’s Strategy
Apple is reportedly pursuing a premium-only fall iPhone lineup—releasing only the iPhone 18 Pro, Pro Max and a foldable Ultra while deferring base models to 2027—as a test of CEO John Ternus’s execution. JPMorgan notes premium iPhones already make up a larger share of shipments and could be supported by financing and trade-ins, even as Apple contemplates about $100 price increases on the Pro models. The launch’s success hinges on sustained demand for high-end devices, consumer willingness to trade up, and any ongoing supply constraints that could affect early deliveries.




