Apple appears to be rethinking its design strategy for future iPhones following the strong market performance of the iPhone 17 lineup. According to recent leaks, the company is unlikely to introduce major visual changes with the iPhone 18 Pro models, choosing instead to focus on performance upgrades and internal improvements.
The iPhone 17 Pro series marked Apple’s most notable design refresh since the iPhone 12 Pro. It introduced a wider rear camera layout, a two-tone back finish, and bolder color options. While the redesign initially divided opinion among users, sales figures suggest it has been a commercial success.
A new report shared by MacRumors, citing information from Weibo leaker Fixed Focus Digital, claims that Apple is satisfied with the current Pro design language. As a result, the iPhone 18 Pro and Pro Max are expected to retain a very similar exterior.
Apple’s recent financial performance further supports this decision. During the latest earnings call, CEO Tim Cookdescribed the quarter as Apple’s best ever, highlighting record-breaking demand across all global regions. With momentum clearly on its side, Apple seems in no rush to change what is already working.
Performance Takes Priority with A20 Chips
Instead of a visual overhaul, Apple is expected to concentrate on raw power and efficiency. The iPhone 18 Pro lineup is rumored to debut with the new A20 and A20 Pro chips, which are expected to be Apple’s first processors built on a 2nm manufacturing process. These chips will replace the A19 Pro and should deliver significant gains in performance, battery efficiency, and AI processing.
Front Display Changes Still Possible
While the back design may remain unchanged, leaks suggest that Apple could introduce meaningful updates on the front of the device. According to tech YouTuber Jon Prosser, the iPhone 18 Pro may feature a punch-hole front camera positioned in the top-left corner, replacing the current centered cutout.
Additionally, Apple is reportedly working on under-display Face ID technology. If implemented, this would allow the company to further shrink the Dynamic Island and reduce the overall size of the front camera cutout — a significant visual evolution despite the familiar exterior.
Launch Timeline and What’s Next
The iPhone 18 Pro and Pro Max are expected to launch at Apple’s annual fall event, potentially alongside Apple’s first-ever foldable iPhone. Before that, however, Apple may unveil new MacBook Pro models powered by the upcoming M5 Pro and M5 Max chips.
