Under the leadership of Tim Cook, Apple changed its strategy with the iPhone, very different from the idea of Jobs
Under the command of Tim Cook, Apple took a different path the one he ran under Steve Jobs. When Jobs returned to Apple, he decided to take the following route: reduce the number of devices to focus on the really important ones. Desktop, other laptop, in formats for professionals and users.
This is what we also saw later under his command: one iPhone model, one iPad model… but that’s something that has changed radically under Tim Cookwho may have very little time left to command. We currently have 5 different iPhone models, all introduced this year. And it seems that in 2026 it will be even more drastic.
After years of stability, Apple is completely changing the iPhone line
We’ve had great stability over the years when it comes to the iPhone. Four models per year, two professional and two regularall introduced in September and are very well differentiated in terms of specifications and prices. In some ways, this was similar to Jobs’ strategy. But Apple is going to change this format, radically.
Tim Cook has changed the way iPhone is presented
The elimination of the SE range in favor of the iPhone 16e had a reason: Apple is going to change the way it presents the iPhone and is going to split into two parts: one during the month of September and another presentation at the beginning of the yearprobably in March. And in each of these presentations we will have 3 different iPhone models.
That means We’ve gone from introducing just one iPhone a year under Steve Jobs to introducing 6 different modelsthree every six months. And this plan will start in 2026. According to reports, Apple will distribute the presentation of its iPhones starting in 2026 as follows:
- September 2026: iPhone 18 Pro, iPhone 18 Pro Max and foldable iPhone.
- March 2027: iPhone 18e, iPhone 18 and iPhone Air 2.
That means we will have 3 iPhone models for “professional” users and three other iPhone models for ordinary users. All of them differ well in terms of price and features. A strategy that seeks to further diversify the range to reach more users.
we don’t know If Apple had reached this point with Steve Jobs at the helm, introducing 6 different iPhone models in one year. However, under his leadership, the company did something similar with the iPod, offering several models and options. But it can be a wise choice for the company as long as the goal is to sell more every year.
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