Apple is preparing to shift from its traditional annual September iPhone unveiling to a twice-yearly launch strategy, marking the most significant change in its product release approach in over a decade. According to Bloomberg reporter Mark Gurman, starting in 2026, Apple will split its iPhone lineup: premium devices will debut in September, while lower-cost models will arrive in the spring.
The new schedule will kick off in fall 2026 with three to four high-end devices: iPhone 18 Pro, iPhone 18 Pro Max, and Apple’s first foldable iPhone, along with a possible update to the iPhone Air. The base iPhone 18 and the budget-friendly iPhone 18e are expected approximately six months later in spring 2027. Gurman predicts that Apple will continue this biannual launch strategy in the coming years, releasing five to six new models annually.
Responding to Increasing Competition
The shift comes in response to growing competition, particularly in China, where domestic rivals like Huawei and Xiaomi release flagship devices year-round. By launching products in March or April and again in September, Apple aims to close what analyst Ming-Chi Kuo calls the “marketing gap,” a period when competitors capitalize on Apple’s traditional lack of new product releases in the first half of the year.
Kuo noted, “The primary reason Apple adopts a biannual iPhone release schedule is intense competition, especially in China, which necessitates changes to its marketing strategy.” Android manufacturers such as Samsung often introduce premium models early in the year, capturing consumer attention while Apple’s latest devices age.
Balancing Revenue Throughout the Year
iPhone sales currently account for roughly 50–55% of Apple’s total revenue, with demand heavily concentrated around the fall launch. Distributing major releases across two seasons helps smooth out sales spikes and maintain consistent revenue throughout the year.
The 2025 iPhone 17 lineup, launching this fall with four models including the new iPhone Air, will mark the final year of Apple’s unified September release strategy. In its most recent September quarter, Apple set a record by generating $49 billion in iPhone sales.