Starting in 2026, Apple plans to break the long-standing unified fall release rhythm and switch to the strategy of launching new iPhone products twice a year. This is the biggest change in the product release model in more than 10 years. According to Mark Gurman's latest report, Apple will schedule the flagship model to be released in September every year, while the entry-level and mid-range models will be launched in the spring of the following year. The new pace will begin in the fall of 2026, when Apple will release three to four high-end models, including the iPhone 18 Pro, iPhone 18 Pro Max, the first folding screen iPhone, and the iPhone Air, which is expected to be updated. The basic version of the iPhone 18 and the iPhone 18e for the larger market will be launched in the spring of 2027, and a total of five to six new products will be released every year during the two seasons. An important background to this adjustment is intense global smartphone competition, particularly pressure from Chinese rivals. Manufacturers such as Huawei and Xiaomi release flagship models in batches throughout the year, and Apple usually lacks new products in the first half of the year, leading to a so-called “empty marketing window”, which is being taken over by competitors. With two releases from March to April and September, Apple hopes to close the gap with the Android camp in the first half of the year. The shift in strategy also responds to revenue distribution issues. Currently, iPhones contribute about 50% to 55% of Apple's overall revenue, and demand is highly concentrated after new products are launched in the fall. Through quarterly releases, Apple hopes to smooth out sales fluctuations and make the pace of revenue more balanced throughout the year. The iPhone 17 series released in 2025 will be the last unified product to be unveiled in September. Apple recorded iPhone revenue of 49 billion US dollars in the most recent quarter ending in September, setting a record for the same period.

Starting in 2026, Apple plans to break the long-standing unified fall release rhythm and switch to the strategy of launching new iPhone products twice a year. This is the biggest change in the product release model in more than 10 years. According to Mark Gurman's latest report, Apple will schedule the flagship model to be released in September every year, while the entry-level and mid-range models will be launched in the spring of the following year. The new pace will begin in the fall of 2026, when Apple will release three to four high-end models, including the iPhone 18 Pro, iPhone 18 Pro Max, the first folding screen iPhone, and the iPhone Air, which is expected to be updated. The basic version of the iPhone 18 and the iPhone 18e for the larger market will be launched in the spring of 2027, and a total of five to six new products will be released every year during the two seasons. An important background to this adjustment is intense global smartphone competition, particularly pressure from Chinese rivals. Manufacturers such as Huawei and Xiaomi release flagship models in batches throughout the year, and Apple usually lacks new products in the first half of the year, leading to a so-called “empty marketing window”, which is being taken over by competitors. With two releases from March to April and September, Apple hopes to close the gap with the Android camp in the first half of the year. The shift in strategy also responds to revenue distribution issues. Currently, iPhones contribute about 50% to 55% of Apple's overall revenue, and demand is highly concentrated after new products are launched in the fall. Through quarterly releases, Apple hopes to smooth out sales fluctuations and make the pace of revenue more balanced throughout the year. The iPhone 17 series released in 2025 will be the last unified product to be unveiled in September. Apple recorded iPhone revenue of 49 billion US dollars in the most recent quarter ending in September, setting a record for the same period.