After more than a decade of sticking to its previous release schedule, Apple seems ready to completely change its strategy with the release of the iPhone 18 family. According to information published by Bloomberg’s Mark Gurman, the company is ready to do so adopt a half-yearly cycle of presentations that will mark the before and after in its catalog.
The great news is that in autumn 2026, Apple will introduce only the most advanced models: iPhone 18 Pro, iPhone 18 Pro Max and the expected iPhone Fold, the first foldable from the company. The standard version, together with the inexpensive iPhone 18e, will be classified as spring 2027.
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Gurman assures that this new model will last for several years, which will allow Apple to release five to six iPhone models each season. This decision corresponds to the trend to diversify the offer and accelerate the pace of innovation in different ranges.
What about the iPhone Air?
In addition to the main models, Apple may use the spring of 2027 to release a redesigned iPhone Air. However, there is conflicting information: some reports suggest that the company has canceled plans to release the ultra-thin iPhone Air 2. Uncertainty continues, but interest in the intermediate model is still alive.
Why Apple should change its strategy
Leaks have been circulating since May that talk about a split in the iPhone 18 release, but Gurman’s intervention adds a lot of credence to the change. As one of the most trusted voices in the Apple ecosystem, his statements often imply real change at the company.
According to Gurman, the concentration of all iPhone models in one quarter “ended up being a burden.” This system made it difficult to distribute revenue evenly throughout the year and overwhelmed internal marketing and engineering teams, especially in years with major updates like Apple Intelligence and the new Siri in 2024.
The obvious advantage: higher margins for selling the most expensive models
The new calendar has an obvious strategic component: the early launch of the premium models allows it to attract those who want the latest – and the most expensive – from the first moment. Those who prefer the cheapest options will have to wait six months, enough time for Apple to significantly increase sales of its most modern devices.
This scheme could put many buyers in a curious situation: waiting until spring to buy a standard iPhone 18 after months of getting to know the exclusive features of the Pro models. Even if they decide to upgrade, some features are likely to remain exclusive to the high-end, enhancing the appeal of the premium segment.
A transition that could define the next decade of the iPhone
If Apple maintains this strategy, it will change not only the pace of the market, but also the expectations of users. Two annual release waves will allow the company to respond more quickly to technological trends and better distribute its internal efforts.
The move will also serve to put pressure on his opponents. With two key dates each year, Apple will be able to update its media presence more often and set the pace of innovation for other manufacturers.
