Apple plans to significantly change its iPhone launch strategy. The company intends to reduce its reliance on the traditional fall release cycle and release up to six different models throughout the year.
Agency analyst Mark Gurman notes that releasing all major models only in the fall has become a “heavy burden” for Apple. This approach puts excessive pressure on the company’s marketing and engineering teams, as well as suppliers. The new schedule aims to ease this load.
According to unconfirmed reports, the new plan will be implemented starting in 2026. In the fall of that year, the company is expected to launch the iPhone 18 Pro, Pro Max, and its first foldable model. In the spring of 2027, the iPhone 18, iPhone 18e, and possibly an updated iPhone Air model are expected to be released. Gurman denied reports from some outlets claiming that the iPhone Air 2 was delayed due to weak sales, stating that the device was not included in the 2026 plan anyway.
Future plans may also include the release of a “completely new premium model” in 2027, featuring a curved glass display and an under-display camera. The article also references the Financial Times, noting that Apple is actively preparing for a CEO transition, with Tim Cook’s most likely successor being John Ternus.
