Apple’s Strategy to Sell You the Pro iPhone 18 in 2026

Next year’s iPhone 17 lineup will eliminate one of the longstanding distinctions between the Pro and non-Pro iPhone models that have traditionally encouraged consumers to spend more on the premium versions.

In 2025, the iPhone 17, iPhone 17 Air, iPhone 17 Pro, and iPhone 17 Pro Max are expected to feature the OLED LTPO ProMotion display, which offers users a variable refresh rate ranging from 1Hz to 120Hz.

A higher refresh rate provides a smoother scrolling experience, reduces eye strain, and enhances gaming and video playback. The Low-Temperature Polycrystalline Oxide (LTPO) technology allows the refresh rate to adjust based on the content displayed on the screen. For instance, if the display were to refresh at a constant 120Hz, it would significantly drain the battery.

However, with the LTPO display, the refresh rate can drop to as low as 1Hz when viewing static content, such as emails or text messages. The 120Hz refresh rate—meaning the screen is refreshed 120 times per second—will be utilized during gaming, high-resolution video playback, and while scrolling through apps and websites.

As is typical for Apple, they will likely introduce a new feature for the iPhone 18 Pro and iPhone 18 Pro Max to differentiate them from the iPhone 18 and iPhone 18 Air. Normally, this would be aimed at enticing consumers to choose the pricier models, but if the rumors hold true, next year’s most expensive iPhone will be the ultra-slim iPhone 17 Air, despite it being outperformed by the iPhone 17 Pro models. We will just have to wait and see.

Taking that into consideration, Jukanlosreve, a leaker on “X,” announced that the iPhone 18 Pro and iPhone 18 Pro Max are expected to feature a new display technology upon their release in 2026.

This technology, referred to as LTPO+, aims to offer faster refresh rates while utilizing battery power more efficiently. The leaker’s tweet cites global tech research and advisory firm Omdia as the source of this information. Currently, Apple sources LTPO OLED panels for the iPhone Pro and iPhone Pro Max from two South Korean suppliers, Samsung and LG.

While one might reasonably assume that Samsung and LG will also supply the LTPO+ panels, there is a common saying regarding the pitfalls of making assumptions.