Apple’s Strategic Shift in iPhone Launches
Apple is reshaping its iPhone release strategy, according to insights from analyst Mark Gurman.
Starting with the next iPhone generation, Apple plans to split its premium iPhone launches into two distinct annual events. Specifically, the iPhone 18 Pro, Pro Max, and foldable iPhone models are slated for a fall 2026 debut.
Meanwhile, the standard iPhone 18, iPhone 18e, and second-generation iPhone Air will not launch until early 2027.
Gurman highlights that this shift aims to enhance Apple’s competitive edge against rivals like Samsung and Google. Launching standard and Air models earlier in the year positions Apple to compete directly with Galaxy devices, while the “e” line will better rival offerings such as the Pixel A series.
Flagship models, including the Pro series and foldable devices, will align with Samsung and Google’s foldable releases, ensuring direct competition.
Experts suggest this could be a pivotal move for Apple. Beyond improving competitiveness, staggered launches alleviate supply chain pressures and provide Apple’s teams more time to address post-launch product issues.
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