Break with tradition! Apple (AAPL.US) plans to split the iPhone launch pace into twice a year and launch three new models over the next three years

The Zhitong Finance App learned that starting in 2026, Apple (AAPL.US) 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 product release model adjustment in more than 10 years.

Senior Apple reporter Mark Gurman recently reported that Apple will schedule flagship models to be released in September every year, while 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.

The new release schedule aims to ease the pressure on Apple's engineering, marketing, and supply chain operations, and these departments have been struggling with the heavy task of centralized releases in the fall. This also gives the company more frequent opportunities to counter rivals like Samsung that stagger the release times of flagship and folding screen phones.

Gurman reports that Apple sees the iPhone Air as a small part of its product line, which is expected to account for about 6% to 8% of new iPhone sales, and is not tied to an annual upgrade cycle. The plan to launch the second-generation model is mainly to switch to 2 nm chips to improve battery energy efficiency.

The report pointed out that the purpose of this device is not to be sold to the mass market, but is more used to test components and design elements of Apple's foldable phones.

Software and smart home product launch

The broader product strategy reflects similar changes in Apple's software releases, and the spring update is becoming increasingly important. Also, starting in 2026, Apple is expected to expand its hardware portfolio in the first half of the year with new smart home devices and updated Macs and iPads, while continuing to launch most of its iPhone and Apple Watch product lines in the second half of the year.

Gulman said that the goal of the adjustment is to smooth Apple's revenue throughout the year, reduce pressure on internal teams and suppliers, and avoid overlapping marketing between affordable and high-end models. This marks a major shift in how and when Apple's most important products reach consumers.