Back in May, Apple analyst Ming-Chi Kuo suggested that the Cupertino tech giant is planning to change the iPhone’s release schedule due to the addition of new models to the lineup. Now, a new report by Bloomberg sheds more light on Apple’s decision to switch to biannual iPhone launches.
As Mark Gurman writes in this week’s Power On newsletter, Apple is set to change how and when it releases new smartphones starting in 2026 and beyond. According to the report, Apple will introduce three high-end iPhones in the fall of 2026, including the iPhone 18 Pro, iPhone 18 Pro Max, and the long-awaited foldable iPhone.
Then, around six months later, the iPhone 18, iPhone 18e, and potentially a refreshed iPhone Air would hit the shelves to complete the iPhone’s release cycle. Gurman says this release pattern could continue for years, and Apple may end up launching five or even six new models annually.
Traditionally, Apple releases premium iPhone models in September each year, followed by an “SE” or a more affordable “e” model. While this approach could simplify planning, it also overloaded internal engineering and marketing teams, as well as Apple suppliers worldwide.
Gurman says switching to biannual iPhone launches could help Apple secure steadier revenue throughout the year and put less pressure on internal teams and suppliers. It could also prevent premium and budget models from competing with each other.
Samsung has used a similar strategy before, with Galaxy S series phones launching in January or February, followed by foldable models released in July or August. By spreading iPhone launches throughout the year, Apple now has a better chance to compete with Samsung in the market.
Apple is expected to have a busy release schedule in 2026. The year reportedly kicks off with the launch of the iPhone 17e, an entry-level iPad powered by the A18 chip, and an iPad Air featuring the M4 processor. New MacBook models with upgraded chips and a smart display are also in the pipeline for 2026.
