AAPL · News · 20260918N

Product Launch and Transition

Apple Inc. · 2026-09-18 · Importance 34 · Surprise 42

Apple launched the iPhone 18 and iPhone 18 Plus in Thailand on September 18, 2026, making the models broadly available to consumers ahead of the fourth quarter. Apple also launched its first foldable iPhone, the $1,999 Duo, positioning premium pricing as a potential growth strategy. The iPhone 18 Pro launch began amid reports that early demand was satisfactory, supply had improved, and device lead times remained flat.

Key facts

• Apple Inc. launched the new iPhone 18 and iPhone 18 Plus models in Thailand, with products widely available to consumers from September 18, 2026. source
• Italian Apple store employees went on strike on Friday, the launch day for the new iPhone18 Pro. source
• The launch of the iPhone 18 and iPhone 18 Plus in Thailand was anticipated to significantly boost smartphone sales in Thailand during the final quarter of 2026. source