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9to5mac
Apple prepares for iPhone 18 Pro and Ultra launch by expanding its reach
Apple is set to launch the iPhone 18 Pro and Ultra this fall, prioritizing these premium models while delaying the base model until spring. To mitigate the anticipated high prices, Apple has introduced a Klarna-backed leasing program and raised trade-in values for existing devices. This strategy aims to attract more customers, particularly Android users, by lowering monthly payments and enhancing trade-in offers.
ExperimentConfidence: MediumShort term horizon
Published 6 Aug 2026, 16:30 UTC2 min read
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Summary
TL;DR
- Launch of iPhone 18 Pro and Ultra models scheduled for September.
- New Klarna-backed leasing program allows customers to lease iPhones.
- Increased trade-in values for existing iPhones.
- Apple targeting Android switchers with updated trade-in options.
- High prices expected but payment structures designed to ease financial burden.
Interesting facts
- Apple is expanding its trade-in program to include more Android devices.
- The iPhone 18 Pro is positioned as a premium offering amidst a shift in pricing strategy.
- The Apple Upgrade program aims to make moving to higher-end devices easier for consumers.