Apple is reportedly planning a major shift in its iPhone release strategy beginning with the iPhone 18 lineup in 2026. According to a report by Wayne Ma from The Information, the company intends to split the launch into two phases. The high-end iPhone 18 Pro, iPhone 18 Pro Max, and the long-awaited foldable iPhone will debut in fall 2026, while the standard iPhone 18, iPhone 18 Air, and iPhone 18e are expected to arrive in spring 2027.
This new staggered release schedule is part of Apple’s broader effort to reinvigorate slowing iPhone sales. With year-over-year upgrades becoming less significant, the company is exploring ways to maintain consumer interest throughout the year rather than concentrating all launches in the fall. By spacing out releases, Apple also aims to better manage manufacturing resources and labor needs, especially as it shifts some production outside of China to regions like India.
The upcoming iPhone 17 Air, expected to be a slimmer and lighter model, is already part of this experimentation. However, suppliers are reportedly skeptical about its demand, with only around 10% of production capacity allocated to it. If interest in the model does not meet expectations, manufacturers are prepared to shift that capacity to other iPhone 17 variants.
Apple’s revised launch timeline will mean the Pro and foldable iPhone models, priced above 999 dollars, will anchor the fall lineup. In contrast, the standard iPhone 18 and the more affordable iPhone 18e will follow in the spring. This structure not only helps Apple extend its iPhone revenue across multiple quarters but also positions lower-cost models like the iPhone 18e as consistent yearly offerings, unlike the irregular iPhone SE updates.
The iPhone 18e is expected to replace the iPhone 16e, which launches in spring 2025. Both models are designed around simpler hardware, making them ideal for initial production runs in India as Apple continues to diversify beyond Chinese manufacturing to minimize geopolitical and tariff-related risks.
Another advantage of this two-part release cycle is operational efficiency. Apple’s manufacturing partners such as Foxconn typically ramp up hiring and production every fall to meet iPhone demand. A spring release of non-Pro models could help smooth out production spikes, reduce logistical pressure, and stabilize Apple’s supply chain throughout the year.
In addition to the staggered launch, Apple is also preparing a major design overhaul for the iPhone 18 Pro lineup. The 2026 Pro models are rumored to feature in-display Face ID and a punch-hole camera, offering a new aesthetic that differentiates them further from the standard models.
(via The Information)
