CALIFORNIA: Apple is reportedly set to make an unprecedented shift in its product launch strategy. The company is said to divide the iPhone 18 lineup into two waves, with the Pro models set to arrive in the fall of 2026 and the standard versions coming in the spring of 2027, writes Bloomberg’s Mark Gurman.
Such a shift would reduce Apple’s reliance on a single, high-pressure fall event and smooth launches more evenly throughout the year.
If the plan were to materialize, the event to be held during Fall 2026 would introduce the iPhone 18 Pro and the iPhone 18 Pro Max, alongside the long-rumored iPhone Fold. The company may also unveil updated Apple Watch models and new Macs in the same timeframe.
That would be followed in spring 2027 with the iPhone 18, probably accompanied by a successor to the iPhone 16e, potentially called the iPhone 18e, and a refreshed iPhone Air. This would be a good way for Apple to stagger their releases, allowing them more flexibility and reducing the production strain during the busiest time of the year.
It follows reports suggesting that Apple is using the iPhone Air as a low-volume testbed for technologies destined for the foldable iPhone. The iPhone Air is said to sport a similar build structure to the iPhone foldable.
Earlier leaks also claimed that the iPhone Air will stick to a single rear camera, as Apple doesn’t see strong demand for an ultrawide lens in that segment.
