Apple might be preparing its biggest shift in iPhone release strategy in years. After decades of unveiling new iPhone models every fall, recent reports suggest the company plans to introduce a new staggered launch schedule aimed at driving steadier revenue growth.
According to Bloomberg’s Mark Gurman, writing in his Power On newsletter, Apple’s next fall event will reportedly focus only on premium models — the iPhone 18 Pro, iPhone 18 Pro Max, and the long-awaited iPhone Fold. Meanwhile, the standard iPhone 18 is expected to debut in early 2027, alongside the iPhone 18e and possibly the second-generation iPhone Air.
Gurman explains that this shift could give Apple multiple advantages: more consistent revenue throughout the year, reduced pressure on employees and suppliers, and clearer product differentiation. By spacing out launches, Apple may also make it easier for consumers to decide which model best fits their needs, avoiding the sales overlap that often occurs when multiple iPhones launch simultaneously.
The Uncertain Future of the iPhone Air
In recent weeks, speculation has swirled around the fate of the iPhone Air. Some sources claim Apple may abandon its second generation, while others, such as The Information, report that the company still plans to release the iPhone Air 2 in spring 2027 with a dual-lens camera system.
Gurman’s reporting paints a slightly different picture. He suggests Apple isn’t planning major design changes for the iPhone Air but will instead focus on performance and efficiency, particularly with the new A20 Pro chip built on the 2-nanometer process. This upgrade is expected to deliver improved battery life and processing power.
Interestingly, Apple avoided branding the first model as the “iPhone 17 Air,” a decision intended to decouple the Air lineup from the main iPhone series. This flexible approach could allow Apple to release new Air models every 15 to 18 months—or even less frequently—depending on market conditions.
Gurman also notes that the iPhone Air may have served as a testbed for the Fold, which is rumored to feature a form factor resembling two iPhone Airs combined. Looking further ahead, Apple is said to be planning the iPhone 20 release in 2027 to mark the 20th anniversary of the iconic smartphone.
