The Cupertino-based company is preparing to radically change its iPhone launch strategy. After years of presenting all models at the same time in September, Apple will introduce a staggered schedule from 2026. The iPhone 18 Pro will be launched in fall 2026, while the standard versions will have to wait until spring 2027. This major change could shake up the smartphone market and mark the end of an era.
The end of a ritual that lasted more than a decade
Since the iPhone 4S in 2011, the Californian giant has stuck scrupulously to the same schedule: It has unveiled all new models in September and started selling them a few weeks later. This tried and tested strategy has been slightly interrupted by the occasional launch of the iPhone SE in the spring, but never before has the main range been split.
This unchanging ritual will end in 2026. According to information confirmed by analyst Ming-Chi Kuo and The Information, two generally well-informed sources, Apple plans to split the launches into two different phases.
The iPhone 18 Pro, iPhone 18 Pro Max and iPhone 18 Air will be unveiled as usual in September 2026. The standard iPhone 18, which was previously unveiled at the same time, will not be released until spring 2027.
Strategic and logistical reasons
There are many reasons for this unprecedented change in strategy:
- The multiplication of models in the iPhone range, which makes simultaneous mass production difficult.
- The introduction of a foldable iPhone planned for fall 2026, which will further complicate logistics.
- The need to spread market launches more evenly throughout the year in order to withstand competition
- The need to renew media interest at different times of the year.
Apple’s future launch calendar
The new calendar would look like this:
- September 2025: iPhone 17, 17 Pro, 17 Pro Max and 17 Air (last simultaneous launch)
- Fall 2026: iPhone 18 Pro, 18 Pro Max, 18 Air and the first foldable iPhone
- Spring 2027: iPhone 18 Standard and iPhone 18e
“2025 is the last year in which the launch schedule will be normal,” say several sources specializing in the Apple ecosystem.
The Air model, a new strategy that has already been implemented
This redesign is part of a broader strategy to diversify the iPhone range. From September 2025, Apple will launch the iPhone 17 Air, an ultra-thin smartphone to replace the Plus model, which has struggled to win over consumers.
According to the latest rumors, the Air model will be the thinnest iPhone ever launched, with a thickness of around 5.5 mm. Its positioning between the standard iPhone and the Pro versions could be an indication of the new market segmentation strategy that Apple wants to implement.
A high-density battery to compensate for the thin design
To ensure an adequate battery life despite its extreme thinness, the iPhone 17 Air is rumored to be equipped with a high-density battery. This technology will also be used in the future foldable iPhone and create synergies between the brand’s various premium models.
The arrival of the first foldable iPhone as a trigger
The turning point that would convince Apple to revise its roadmap seems to be the arrival of the first smartphone with a foldable screen. This revolutionary model, scheduled for fall 2026, will require significant production capacity.
If Apple were to launch the premium models (Pro, Pro Max, Air and foldable) first in the fall of 2026 and the standard models the following spring, the company could better manage the pressure on its supply chain and maximize media attention.
This decision could also allow the standard models to benefit from certain technologies introduced six months earlier in the Pro versions, increasing the appeal of the entire product range.
How will this affect consumers?
This calendar upheaval could have several consequences for users:
- Better availability of devices at launch, with less stock on hand
- Faster perceived obsolescence of standard iPhones, followed by a new Pro generation
- Potentially more technically advanced standard models that benefit from feedback from the Pro versions
- Potentially changing purchase cycles for consumers who are loyal to one model type
A trend that could be imitated
If this strategy proves successful for Apple, other manufacturers could follow suit and stagger their market launches. The market for top smartphones, which is currently concentrated at certain times of the year, could become more dynamic and produce major new releases every quarter.
2025, the last year of the traditional model
In September 2025, consumers will be able to enjoy the simultaneous launch of all iPhone models with the 17 series for the last time. This series will introduce the iPhone 17 Air, an ultra-thin model that will replace the iPhone Plus in Apple’s strategy.
The iPhone 17 Air is expected to be around 5.5 mm thick and will be equipped with Apple’s more energy-efficient C1 modem. Due to its slim design and intermediate position between the standard iPhone and Pro models, it will serve as a large-scale test to gauge consumer appetite for differentiated devices within the lineup.
The iPhone SE became the iPhone ‘e
Another notable development is that the iPhone SE, which was previously only launched sporadically, is being transformed into an iPhone ‘e’, with a clearer positioning in the product range and a more regular launch. The iPhone 16e, which will be presented in February 2025, would mark the beginning of this new era. An iPhone 17e is planned for early 2026, followed by an iPhone 18e in spring 2027 along with the regular iPhone 18.
This clearer segmentation of the product range would allow Apple to cover all price segments and better compete with Android manufacturers on the market.
A risky but potentially lucrative gamble
This change in strategy is not without risk for Apple. The company is abandoning a tried and tested formula that has brought it success for over a decade. Consumers who are used to a fixed annual rhythm could be confused by these staggered launches.
However, this new approach could also revive the slumping smartphone market. By staggering product launches and diversifying its product range, Apple could maintain consistent interest throughout the year and respond more effectively to different consumer needs.
Time will tell if this bold gamble will prove successful for the Apple brand. One thing is certain: 2026 and 2027 will mark an important turning point in the history of the iPhone.