Apple will change the release of iPhone to two seasons, spring and fall, starting from 2026.

Apple plans to break the long-standing tradition of releasing new products in the fall starting in 2026, and instead adopt a strategy of launching new iPhones twice a year, marking the biggest adjustment to its product release pattern in over a decade. According to the latest report from Mark Gurman, Apple will schedule the release of flagship models in September each year, while entry-level and mid-range models will be launched in the spring of the following year. The new rhythm will begin in the fall of 2026, when Apple will release three to four high-end models, including the iPhone 18 Pro, iPhone 18 Pro Max, the first foldable screen iPhone, and an updated iPhone Air. The base iPhone 18 and the more mainstream iPhone 18e will be released in the spring of 2027, resulting in a total of five to six new products launched each year over two seasons. The important background to this adjustment is the intense global competition in the smartphone market, especially the pressure from Chinese competitors. Companies like Huawei and Xiaomi consistently release flagship models throughout the year, while Apple typically lacks new products in the first half of the year, leading to a so-called "marketing gap" that rivals capitalize on to garner attention. By releasing products in both April and September, Apple hopes to narrow the gap with the Android camp in the first half of the year. This strategic shift also addresses the issue of income distribution. Currently, iPhones account for about 50% to 55% of Apple's overall revenue, with demand heavily concentrated after the release of new fall products. By staggering releases throughout the year, Apple aims to smooth out sales fluctuations and achieve a more balanced revenue flow year-round. The iPhone 17 series, released in 2025, will be the last generation of products unveiled in September. Apple recently recorded $49 billion in iPhone revenue in the last quarter ending in September, setting a new record for the same period.