Breaking tradition! Apple Inc. (AAPL.US) plans to split the release rhythm of the iPhone into twice a year and introduce three new models in the next three years.

Apple Inc. (AAPL.US) plans to break the long-standing tradition of a unified fall release rhythm starting in 2026, shifting to a strategy of launching new iPhone products twice a year, in what is the biggest product release pattern adjustment in over a decade. According to veteran Apple Inc. reporter Mark Gurman, Apple Inc. will schedule its flagship models for release every September, while entry-level and mid-range models will be launched in the spring of the following year. The new rhythm will start in the fall of 2026, when Apple Inc. will release three to four high-end models, including the iPhone 18 Pro, iPhone 18 Pro Max, the first foldable iPhone, and the expected update of the iPhone Air. The base model iPhone 18 and the more mass-market iPhone 18e will be launched in the spring of 2027, totaling five to six new products released each year over the two seasons. The new release schedule aims to alleviate the pressure on Apple Inc. in terms of engineering, marketing, and supply chain operations, which have long struggled with the heavy workload of a concentrated fall release. It also gives the company more frequent opportunities to compete against competitors like Samsung, who stagger the release of flagship and foldable smartphones. Gurman reported that Apple Inc. sees the iPhone Air as a small part of its product lineup, expected to account for about 6% to 8% of new iPhone sales and not tied to an annual upgrade cycle. The planned launch of the second-generation model is mainly to transition to 2-nanometer chips to improve battery efficiency. The device is not intended for mass-market sales, but rather for testing components and design elements for Apple Inc.'s foldable phone. Software and smart home product releases A more extensive product strategy reflects similar changes in Apple Inc.'s software releases, with spring updates becoming increasingly important. Starting in 2026, Apple Inc. is expected to expand its hardware lineup in the first half of the year through new smart home devices, updated Macs, and iPads, while continuing to release most of its iPhone and Apple Watch product lines in the second half of the year. Gurman stated that the goal of the adjustment is to smooth out Apple Inc.'s revenue throughout the year, reduce the pressure on internal teams and suppliers, and avoid overlap in marketing between budget and high-end models, marking a significant shift in how and when Apple Inc.'s most important products connect with consumers.