Apple is fundamentally changing its iPhone release strategy starting in 2026 by splitting the launch of the iPhone 18 series into two separate events per year. The high-end models, including the iPhone 18 Pro, iPhone 18 Pro Max, and Apple’s first foldable iPhone, will be launched in the fall of 2026. The standard and lower-cost models, such as the regular iPhone 18, iPhone 18e, and possibly an updated iPhone Air, are expected to come out in spring 2027. This approach marks a major departure from Apple’s traditional single annual event each fall, aiming to smooth out manufacturing pressures, reduce internal cannibalization, and even out revenue distribution throughout the fiscal year.
This staggered release allows Apple to keep multiple products in the spotlight throughout the year, respond quickly to competitive launches, and potentially release five to six iPhone models annually. It also aligns with broader industry trends, where Android manufacturers may adjust their release calendar to compete against the two distinct iPhone launch windows, targeting premium devices against the fall iPhone launches and mid-range or budget models against the spring releases.
The new strategy also helps relieve pressure on supply chains and factory capacities, enhancing product rollout quality and better managing marketing efforts. For customers, this could mean more focused buying seasons: premium and cutting-edge features in the fall, and accessible flagship options with more aggressive trade-in deals in the spring.
Overall, Apple’s two-peak iPhone 18 launch plan represents one of the most significant shifts in its smartphone launch history and could reshape the entire industry’s product release rhythms.
