Apple Shifts iPhone Strategy. Mark Gurman confirms the iPhone 18 Pro/Pro Max will launch in Fall 2026 alongside the first Foldable iPhone
Apple Shifts iPhone Strategy: According to earlier reports, Apple’s iPhone 18 series models might not launch all at once. Bloomberg journalist Mark Gurman, who is regarded as a reliable source for Apple-related news, has now reaffirmed these claims. The Pro models are expected to be released next year, while the base iPhone 18 might not be available until 2027.
Key Details of Apple Shifts iPhone Strategy
| Launch Window | Timeline | Expected Models | Strategic Purpose |
| High-End Launch | Fall 2026 (Sept-Nov) | iPhone 18 Pro, iPhone 18 Pro Max, and the First Foldable iPhone | Capitalize on holiday revenue, focus on flagship models, and introduce major new hardware. |
| Mid-Range Launch | Spring 2027 (Mar-May) | Standard iPhone 18, iPhone 18e, and an Upgraded iPhone Air | Balance internal workloads, provide year-round choice, and reduce fall bottlenecks (e.g., Apple Intelligence 2024 issues). |
| Total Releases | Annually | Five or Six Models | More focused attention on each device and continuous consumer choice. |
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According to Gurman’s most recent Power On newsletter, Apple’s new release schedule will start in fall 2026, when the company is anticipated to unveil the iPhone 18 Pro and iPhone 18 Pro Max sometime between September and November.
The Cupertino-based tech giant is also anticipated to introduce entirely new handset designs over the next few years, including its first foldable phone and a brand-new high-end phone.
BLOOMBERG: Apple $AAPL is planning its most radical iPhone overhaul ever over the next 3 years!! First up, iPhone Air & redesigned iPhone 17 Pro. Then, foldable iPhone coming next fall. In 2027, curved-glass flagship w/ under-display camera!! pic.twitter.com/B9lKAJbQWr
— Schaeffer's Investment Research (@schaeffers) November 16, 2025
The journalist also notes that Apple intends to launch its eagerly anticipated first foldable iPhone around the same time, which would be one of the biggest hardware changes in recent memory.
Gurman claims that this adjustment is a component of a larger shift in Apple’s smartphone release timeline. For many years, the business released nearly all of its models in the fall. Each season, it offered four primary models, two Pro versions and two mid-range options. Occasionally, SE or “e” editions were released earlier in the year.
Apple may release the standard iPhone 18, the iPhone 18 and an upgraded version of the iPhone Air during the next round of devices, which are expected to arrive in spring 2027, most likely between March and May. This would complete the lineup over two distinct launch periods rather than one.
This routine was predictable, but it is said to have put a lot of strain on the marketing team, engineering teams, and suppliers. It may have also contributed to issues like the unsuccessful launch of Apple Intelligence in 2024, which revealed how overburdened the fall cycle had become.
Because of this, Gurman said, Apple is anticipated to release five or six iPhone models annually, providing consumers with more choices all year long as opposed to concentrating everything in the fall.
Also Read:- iPhone 18 Pro Max to Be Heaviest iPhone Yet — Here’s Why!
Apple may be able to avoid these severe bottlenecks and give each device more focused attention by spreading out launches beginning in 2026. The new staggered release plan may help balance internal workloads, enhance collaboration with manufacturing partners, and facilitate more seamless rollouts of key features.
