Apple is set to transform its traditional annual iPhone launch cycle, starting with the upcoming iPhone 18. Industry insider Mark Gurman has confirmed in his newsletter Power On that Apple will divide its flagship iPhone launches into two separate events each year, creating a new rhythm for its product releases.
Updated iPhone Release Timeline for 2026 and Beyond
In the fall of 2026, Apple will introduce the iPhone 18 Pro, iPhone 18 Pro Max, and the highly anticipated foldable iPhone. Meanwhile, the rest of the lineup — including the standard iPhone 18 series, the iPhone 18e, and the second generation of the iPhone Air — will not arrive until the first half of 2027. Earlier in 2026, Apple plans to launch only the iPhone 17e.
What do you think about Apple's new release schedule?
Improving Competition Against Samsung and Google
With the newly introduced e-series, Apple's more affordable phones can now maintain an annual release cycle, offering better competition to budget rivals like the upcoming Google Pixel 10a. Meanwhile, staggering the launch of the base iPhone model and the iPhone Air earlier in the year allows Apple to compete directly with Samsung’s Galaxy devices, which typically debut around the same time.
Why This Could Be a Smart Move
While some fans may miss the excitement of a once-a-year iPhone reveal, this revamped release approach could be one of Apple’s most strategic decisions in recent memory. It allows more focused product launches, giving each device its own spotlight and better aligning Apple’s schedule with competitor timelines.
