Apple Reportedly Planning Two Annual iPhone Launches, Starting in 2026
CUPERTINO, CA – Apple is considering a shift to two annual iPhone launch events, separating its premium models from more affordable options, according to a report from Bloomberg’s Mark Gurman. The change, perhaps beginning with the iPhone 18 series, aims to alleviate pressure surrounding the customary fall product cycle and offer greater adaptability in growth and production.
The proposed strategy would see Apple unveil its flagship “Pro” iPhones in the autumn, followed by the release of standard and budget-friendly models in the spring. Specifically, Gurman anticipates the iPhone 18 Pro and iPhone 18 Pro Max, alongside the company’s first foldable iPhone, debuting in Fall 2026. A standard iPhone 18,a new iteration of the iPhone 18e,and a potential successor to the iPhone Air would then follow in Spring 2027.
This move intends to distribute product releases throughout the year, mitigating risks associated with a single, large-scale event.
Apple also appears to be utilizing the iPhone Air as a testing ground for technologies destined for its foldable device, with the foldable expected to share similar design principles to the Air. Notably, the iPhone Air recently omitted an ultra-wide camera lens, a decision reportedly made becuase Apple didn’t deem it essential for the target demographic. However, subsequent weak sales figures suggest a potential misjudgment of consumer preferences.
Should Apple proceed with this dual-launch strategy, consumers can anticipate more frequent iPhone updates and a more defined distinction between high-end and budget offerings.This shift would also fundamentally alter Apple’s product launch schedule, moving from one major annual event to two.
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