For years, Apple has followed a consistent format: four models each year - two standard, two Pro, with two size options. But starting in 2026, that may all change.

Rumors suggest that in fall 2026, Apple will only release three models: the iPhone 18 Pro, iPhone 18 Pro Max, and the much-anticipated iPhone Fold (possibly branded iPhone Ultra).

The other three models - iPhone 18e, iPhone 18, and iPhone Air 2 - will be delayed until spring 2027.

This split schedule, combined with the debut of a foldable flagship, makes the iPhone buying process far more complicated. In fact, users already began to feel a bit of this “confusion” with the iPhone 17 lineup.

The iPhone Air: A new layer of complexity

Choosing an iPhone used to be easy: just answer two questions - Pro or standard? Small or big?

But this year, Apple replaced the iPhone Plus with the iPhone Air and promoted it as having “the power of Pro.” While the iPhone Air didn’t top the charts in sales, it did capture the interest of many users who previously gravitated toward the Pro line.

This shift has already begun to affect consumer behavior - and next year, it could escalate dramatically.

iPhone 18: A dilemma for every user type

No matter which iPhone user group you belong to, the iPhone 18 lineup in 2026 will likely present a tougher decision than ever.

If you're a standard model user, what happens when fall arrives and there’s no base model for immediate purchase? Do you shell out more for the Pro? Or wait until spring for the more affordable options?

That gap in availability is bound to confuse consumers.

For iPhone Air fans, there’s no Air 2 coming in the fall either. While most users don’t upgrade yearly, iPhone Air buyers tend to chase freshness - they’re the type most likely to upgrade annually. A six-month wait may not sit well with them.

Even for Pro users, the choice isn't as simple as it seems. Sure, the iPhone 18 Pro and Pro Max will launch as expected. But the arrival of Apple’s first foldable iPhone throws a wrench in the works.

Rumors suggest this foldable will be called the iPhone Ultra - and it could feature the largest screen yet, best battery life, foldable form factor, and enhanced multitasking powered by iOS 27.

For those who always want the “best iPhone,” the temptation of the Ultra might be hard to resist.

Breaking the Steve Jobs matrix

Apple is taking a risk by moving away from the proven strategy it’s followed for years - one that Steve Jobs once described as the “2x2 product matrix.”

That’s why some analysts worry the iPhone lineup may soon feel bloated rather than streamlined.

Regardless of whether this strategy shift succeeds or not, one thing is certain: buying an iPhone in 2026 will take more thought than ever. Quick, one-click upgrades may become a thing of the past.

Hai Phong