Apple’s 2026 iPhone Launch: What This Means for Business Leasing Costs

Quick Summary

Apple’s 2026 iPhone launch introduced the iPhone 18 Pro, Pro Max and the new foldable iPhone Duo, but the standard iPhone 18 was notably absent. At the same time, iPhone prices have increased across the board, creating new budgeting challenges for businesses. 

iPhone Model (+ VAT Per Week)	Pure Price Before 8th Sept	Pure Price After 9th Sept	Sept 2026 Increase
iPhone 16 (128GB)	£4.60	£5.26	14%
iPhone Air (256GB)	£5.27	£7.24	37%
iPhone 17 (256GB)	£5.29	£5.92	12%
iPhone 17e (256GB)	£3.95	£4.60	16%

Introduction

On 9 September, Apple held its “Surprise and Shine” event and unveiled the iPhone 18 Pro, iPhone 18 Pro Max, and its first-ever foldable, the iPhone Duo. But one device was notably absent: the standard iPhone 18.

To make things trickier, prices have gone up for every iPhone. Every device, including older models, now costs at least £100 more. For businesses leasing devices, higher hardware prices feed straight into monthly lease rates, which means procurement and finance teams need to rethink numbers they may have already pencilled in.

In this post, we’ll break down exactly what Apple announced, why the standard iPhone 18 is missing, what the wider price rise means for your weekly leasing costs, and how to plan your device strategy so you’re not caught out before the rumoured spring 2027 launch.

How Much Does it Cost to Lease an iPhone?

If you already lease with us, or you’re weighing up whether to lease iPhones for your business, you probably just want to know one thing: what’s actually changed in the numbers. So here’s a simple side-by-side of what the old and new models look like on our pure plan. 

The New Apple iPhone Lineup Explained

Apple confirmed its autumn 2026 lineup, and it’s a bigger shake-up than usual. Three new models have landed:

1. The iPhone 18 Pro
2. The iPhone 18 Pro Max
3. The iPhone Duo; Apple’s first foldable phone

Here’s an overview of how the new iPhone models are priced through our Pure leasing plan:

iPhone Model (+ VAT Per Week)	Hardsoft Lease Price
iPhone 18 Pro	£7.90
iPhone 18 Pro Max	£8.56
iPhone Duo	£13.17

iPhone 18 Pro and Pro Max

These are the expected flagship upgrades: a new A20 Pro chip built with smoother displays and camera improvement, with more on-device AI features baked in. This is relevant if your business is starting to lean on AI-powered tools for productivity, such as call transcription, on-device processing, and smarter search.

iPhone Duo

This is Apple’s first folding phone, similar to the Samsung Galaxy Fold range. It has a dual-screen design aimed at people who want a bigger canvas for multitasking in a device that is more portable than an iPad. While it’s an interesting addition to Apple’s lineup, most businesses will probably take a wait-and-see approach rather than rush to adopt it. Early interest is likely to come from executives and Apple enthusiasts, while wider business adoption will depend on real-world productivity benefits and long-term durability.

What this means for your business

Here’s the thing – a big Apple launch like this always triggers the same question internally: do we need to upgrade? Before you do anything, it’s worth stepping back:

• If you lease your devices, this is a good moment to check with your provider about refresh timing. No capital outlay. No panic buying.

• If you own your fleet outright. Not every team needs the top-spec Pro Max. Sales and client-facing roles might benefit from the camera and display upgrades; but back office teams probably won’t notice the difference.

• On the sustainability side, resist the urge to do a blanket refresh. A staggered, needs-based upgrade (rather than replacing everything the moment a new model drops) is both cheaper and better for your carbon footprint. 

Why There’s No Standard iPhone 18 This Autumn

For the first time in years, Apple hasn’t launched its regular, mid-priced iPhone alongside the rest of the new line-up. Here’s what’s actually going on and why it matters if you’re managing iPhones for your business. 

Apple has split its iPhone launch in two

Traditionally, Apple releases its whole iPhone family in one go every September including the standard model, Plus or Air, and Pro versions, all at once. This year, that’s changed, Apple’s 2026 event only covered the premium end: the iPhone 18 Pro and and iPhone 18 Pro Max (as well as the Duo), with pre-orders open now and phones landing on shelves from Friday 18 September.

The more affordable iPhone 18 is rumoured to arrive separately, sometime around Spring 2027. 

Apple hasn’t spelled out exactly why, but industry analysts have a fairly convincing theory: rather than supply issues alone, this could be a deliberate shift in strategy. By spreading releases across two windows, Apple can keep revenue flowing more evenly throughout the year instead of relying on one enormous September spike. Analysts at IDC have pointed out that the base iPhone has historically driven a huge chunk of Apple’s second-half shipments (around 16%), so skipping it this autumn is a big shift for the business.

Is a Global RAM Shortage Delaying Apple’s iPhone Plans?

Reports suggest Apple’s next-generation A20 processors are ready, but memory availability may be creating an unexpected bottleneck. Apple’s own A20 chips are reportedly ready to go, but the bottleneck is memory: there simply isn’t enough memory to go around. 

It’s worth being clear that Apple hasn’t confirmed this publicly, so treat it as informed speculation rather than fact. But the pattern lines up with what’s happening across the wider tech industry right now. Memory manufacturers have been shifting production capacity towards the high-margin RAM used in AI servers and data centres, because it’s simply more profitable than the memory that goes into consumer phones and laptops. That’s squeezed supply for everyone else, including Apple.

If RAM is tight, priority will go to the products that make the most money. That’s likely why the Pro and Pro Max are launching on schedule with plenty of memory, while the standard iPhone 18 – which uses the same limited RAM supply but earns Apple less per unit – has been pushed further down the queue.

Here’s What Wasn’t Announced at Apple’s 2026 Tech Event

Let’s start with what Apple didn’t put on a slide. 

All of the new iPhones now start upwards of £1000, and all of the iPhones faced an increase of at least £100 across the board, and depending on the storage tier you pick, the gap only gets wider.

It’s not an isolated move either. Back in June, Apple quietly pushed through price rises across almost its entire Mac and iPad lineup, with some models going up by as much as £300. At the time, Apple attributed this to rising memory chip costs. 

The other thing worth considering is what happens to your money once you’ve bought a device outright. A £1,000+ purchase is a significant upfront expense, and the moment that device leaves the box, that money is tied up in a depreciating asset. If you decide to upgrade in a few years, you’ll face another large one-off cost.

Leasing works differently and unlike Apple, HardSoft offers affordable options all year round. 

How Leasing With HardSoft Works

We’ve been doing this for over 40 years, so we’ve built a few different ways to lease depending on how your business operates. Here is a closer look at each solution:

1. Flexi – Our Most Popular Solution

Your chosen devices, software and services are leased on a three year contract, inclusive of comprehensive expert support. You’ll also have the option to change your kit or end your agreement from just 12 months.

2. Pure – Our Most Affordable Solution 

Designed for businesses that prioritise affordability and agility, Pure is a hassle-free solution which allows you to spread the cost of high-end devices over a longer period of time, with the flexibility to cancel or refresh your devices from just 24 months. 

3. Devices for Teams – Our Most Flexible Solution

For larger, scaleup businesses which need the flexibility to add, switch, and return devices according to their needs. With a 12 months refresh cycle you’ll always have the latest, most efficient devices, allowing you to stay competitive while growing your business.

Whatever plan you choose, the idea is the same: one predictable, tax-efficient monthly payment instead of a five-figure invoice when device prices rise again.

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Key Takeaways

• Apple unveiled the iPhone 18 Pro, Pro Max and its first foldable phone, the iPhone Duo.
• The standard iPhone 18 was not announced, with reports suggesting it could arrive later than usual.
• iPhone prices have risen by at least £100 across the range, increasing ownership and leasing costs.
• Leasing can help businesses spread costs, preserve cash flow and stay flexible as technology evolves.

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FAQs

How does the iPhone Duo compare to Samsung’s Galaxy Fold?

Like Samsung’s Galaxy Fold range, the iPhone Duo combines a smartphone and tablet-style experience in one device. Apple’s focus is expected to be on seamless integration with iOS, productivity applications and the wider Apple ecosystem.

How much do the new Apple iPhones cost?

Apple’s latest iPhone range comes with noticeably higher price tags than previous generations, making cost an important consideration for businesses planning device upgrades: 

• iPhone 18 Pro: From £1,199
• iPhone 18 Pro Max: From £1,299
• iPhone Duo: From £1,999

What else was released at the Apple 2026 event?

Alongside the iPhone 18 Pro, iPhone 18 Pro Max and the new foldable iPhone Duo, Apple also announced several updates to its wider device ecosystem. These included the Apple Watch Series 12, Apple Watch Ultra 4 and AirPods 5, as well as new AI-powered features across Apple Intelligence.

How often should a company replace its iPhones?

Most businesses refresh iPhones every 2 to 4 years. The right timeframe depends on your budget, security requirements, and how employees use their devices. Many organisations find a three-year refresh cycle strikes a good balance between performance, cost, and reliability.

How can I manage company iPhones at scale?

Managing dozens or even hundreds of Apple devices can quickly become time-consuming without the right tools. A Mobile Device Management (MDM) solution allows IT teams to remotely configure devices, deploy apps, enforce security policies, track assets and support users without needing physical access to each device.

At HardSoft, we offer Shepherd for Mobile, our MDM solution for iPhones and iPads. It helps businesses simplify device management, improve security and give employees a seamless setup experience, whether they’re in the office or working remotely.

Learn more about Shepherd for Mobile and Apple device management

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Considering iPhones for Your Business?

Explore HardSoft’s flexible leasing options and our comprehensive support plans. Alternatively, if you need more information find out why businesses are choosing iPhones in our expert blogs, or speak to our team about the right device strategy for your organisation.