Every year around this time, Apple announces new iPhones. The products go on sale soon after, usually ranging from a base model to more premium and more expensive Pro models. But this year will likely be different—not just because the company has a brand-new CEO.

Apple’s iPhone event will be held on September 9 at 10 am Pacific (1 pm Eastern), announced last week with the title “Surprise and Shine!” If you tune into the livestream, expect the announcement of an iPhone 18 Pro, 18 Pro Max, and, if all the rumors and widely held analyst expectations are true, the first look at an Apple foldable device.

Based on leaks and the ongoing tech rumor mill and its decent track record for figuring these things out, Apple is expected to prioritize its more expensive, premium devices this year and hold off on announcing its base model iPhone 18. That cheaper model is rumored to launch in the spring of 2027, potentially alongside an iPhone 18e and maybe a second-generation iPhone Air.

Why the drastic change in strategy? It may be due to the ongoing memory shortage, which has made just about everything more expensive. Apple hasn’t been spared. In June, former Apple CEO Tim Cook