Apple has consistently released a new iPhone each fall since the launch of the iPhone 4S a decade and a half ago. But it appears the company may be shifting its release strategy in the coming years.
According to notable Apple analyst Ming-Chi Kuo, along with a report from The Information, Apple plans to launch its lower-cost iPhones in the first half of the year and reserve its higher-end Pro models for later in the year.
Kuo stated that the upcoming iPhone 17 lineup will launch as expected this fall, but future iterations, including the iPhone 18 and iPhone 19, will debut in two waves through 2027.
Apple will launch its more affordable iPhones in the early months of the year, likely in March or April, with Pro models arriving in the fall. This means you’ll see different versions of the iPhone 18 and iPhone 19 released in both halves of the same year, Kuo said.
For example, the base-level iPhone 18 and iPhone 18E will likely hit in the spring, while the iPhone 18 Pro, Pro Max, iPhone 18 “Air” (or “Slim”) and Apple’s first foldable model would launch in the fall.
Apple didn’t immediately respond to a request for comment.
The iPhone maker has announced new phones outside its typical September window. The lower-end iPhone 16E, for instance, debuted in February. But it was following on from the main iPhone 16 launch five months earlier with the higher-end models. The change that Kuo describes would rejigger that order, putting all of a new lineups releases in the same calendar year.
The speculation is that this change in strategy would allow Apple to optimize manufacturing and marketing efforts, particularly in China, a key market for the company. Also, leading rival Samsung announces its new Galaxy phones in January.
“Competitors typically release new models in [the first half of the year],” Kuo wrote. “By launching new iPhones in [the first half, Apple could close the marketing gap.”
He added: “Due to intense competition, Apple needs to offer more iPhone models. Launching them all in [the second half] risks diluting marketing efforts.”
Kuo also said the growing shipment ratio of the Pro series is overshadowing budget models.
In the near term, Apple is expected to launch a much thinner iPhone this year, potentially named the iPhone 17 Air or iPhone 17 Slim. The 6.6-inch device is rumored to be just 5.5mm thin and priced between $900 and $1,000. At the same time, Kuo noted that Apple is also developing a next-generation version with a larger screen, expected to arrive in the latter half of 2027.
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