Apple plans to split its iPhone launches into spring and fall starting in 2026, abandoning the traditional annual fall unveiling. This strategy divides premium models for September releases and lower-priced versions for spring, driven by competition in China and revenue concentration.
The change represents the most significant adjustment to Apple’s product launch approach in over a decade. According to Bloomberg reporter Mark Gurman, the company will introduce high-end devices in fall 2026, including the iPhone 18 Pro, iPhone 18 Pro Max, and Apple’s first foldable iPhone. A potential iPhone Air update may join these three to four premium models. This lineup targets consumers seeking advanced features and larger screens in the established September timeframe.
Six months after the fall debut, Apple will release the base iPhone 18 and the budget-oriented iPhone 18e in spring 2027. These models cater to price-sensitive buyers and those preferring standard designs without the latest premium innovations. Gurman anticipates this alternating pattern will continue for years to come, resulting in five to six new iPhone models launched annually. Such frequency exceeds the current single annual cycle, allowing broader coverage of market segments throughout the year.
The overhaul addresses rising competition, especially in China, where domestic firms like Huawei and Xiaomi introduce flagship devices multiple times yearly. These releases keep competitors visible and relevant across seasons. Apple currently lacks new product announcements in the first half of the year, creating a period where its existing devices receive less attention as they age.
Analyst Ming-Chi Kuo describes this interval as the marketing gap that rivals exploit. By scheduling launches in March or April alongside September, Apple intends to fill this void and sustain consumer engagement year-round. Samsung and other Android manufacturers contribute to this dynamic by debuting their premium models early in the year, drawing early attention and sales while Apple’s portfolio remains static.
iPhone sales account for approximately 50-55% of Apple’s total revenue, with the majority concentrated in the fall launch period. This seasonality leads to pronounced sales spikes followed by quieter quarters. Distributing major releases across two seasons aims to even out demand, providing steadier revenue flow and ongoing market presence.
