TLDR
- Apple plans to release three completely new iPhone models over the next three years, starting with the iPhone Air and redesigned iPhone 17 Pro that launched last September.
- A foldable iPhone is expected to arrive next fall, followed by a premium model with curved glass and an under-display camera in 2027.
- Beginning in 2026, Apple will split iPhone launches into two periods: high-end models in fall and standard models roughly six months later in spring.
- The iPhone Air represents only 6% to 8% of new iPhone sales and serves primarily as a testing platform for components destined for future foldable devices.
- Apple plans to release new Macs, iPads, and smart-home devices in spring to balance revenue throughout the year and reduce strain on engineering and supply-chain teams.
Apple is rolling out its most extensive iPhone redesign in the product’s history. The company plans to introduce three entirely new iPhone models over three consecutive years.
The overhaul began last September with the launch of the iPhone Air and a redesigned iPhone 17 Pro. These devices mark the start of a multi-year transformation strategy.
A foldable iPhone will arrive next fall. This represents Apple’s entry into the foldable smartphone market that competitors like Samsung have already established.
The third new model is scheduled for 2027. It will feature curved glass and an under-display camera, pushing premium smartphone design further.
Split Launch Schedule Changes Product Strategy
Apple is abandoning its traditional fall-only launch approach. Starting in 2026, the company will split iPhone releases across two periods each year.
High-end models will debut in fall. The iPhone 18 Pro lineup and the first foldable device will follow this schedule.
Standard models will arrive approximately six months later in spring. The iPhone 18, an “e” version, and potentially an updated iPhone Air will launch during this window.
The company expects to release five to six iPhone models annually under this new system. This represents a departure from more than a decade of concentrated fall launches.
The staggered schedule aims to reduce pressure on Apple’s engineering teams. Marketing and supply-chain operations have struggled with the intensity of preparing everything for a single launch window.
iPhone Air Serves as Testing Platform
The iPhone Air occupies a small position in Apple’s product lineup. The device accounts for an estimated 6% to 8% of new iPhone sales.
Apple does not plan annual updates for the iPhone Air. A second-generation model is in development primarily to incorporate a 2-nanometer chip for better battery efficiency.
The device functions as a testbed for new components. Design elements tested in the iPhone Air will eventually make their way into the foldable phone.
The split launch strategy also helps Apple compete with Samsung. Samsung already staggers its flagship and foldable device releases throughout the year.
Apple plans to expand its spring hardware releases beyond iPhones. New smart-home devices will join the lineup starting in 2026.
Updated Macs and refreshed iPads will also launch in the first half of the year. The second half will continue to focus on iPhone and Apple Watch releases.
The goal is to smooth out revenue distribution across all four quarters. This approach lessens strain on internal teams and suppliers.
The new strategy prevents marketing overlap between budget and premium models. Different launch windows allow each product category to receive focused attention.
The changes represent a fundamental shift in how Apple brings its most important product to market. The iPhone generates the majority of the company’s revenue and remains central to its ecosystem strategy.
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