Kuo: Apple to Split iPhone Launches—A Bold New Strategy

In a bold departure from its long-standing tradition, Apple is reportedly preparing to launch iPhones in two separate waves every year starting in 2026. If true, this move will break the fall-only release cycle Apple has stuck with since the iPhone 4S debuted in 2011.

The scoop comes from trusted Apple analyst Ming-Chi Kuo, who says Apple plans to split its iPhone launches into two phases annually—a move designed to better compete with Android rivals and sharpen its marketing focus.

Apple’s New iPhone Launch Roadmap (2025–2027)

According to Kuo’s projections, here’s how Apple’s iPhone lineup could roll out over the next few years:

• 2H 2025: iPhone 17 Pro Max, iPhone 17 Pro, iPhone 17 Slim (Air), iPhone 17
• 1H 2026: iPhone 17e
• 2H 2026: iPhone Foldable, iPhone 18 Pro Max, iPhone 18 Pro, iPhone 18 Slim (Air)
• 1H 2027: iPhone 18, iPhone 18e
• 2H 2027: iPhone Foldable 2, iPhone 19 Pro Max, iPhone 19 Pro, iPhone 19 Slim (with a larger display than the iPhone 18 Slim)

This dual-phase strategy would align Apple with Android competitors, especially those in China, who often launch new flagships in the first half of the year. It also reflects Apple’s need to manage a growing iPhone lineup, which could expand to six models annually, including the long-rumored iPhone Fold.

Why Apple Is Making This Strategic Shift

There are two key reasons behind this shake-up, according to Kuo:

1. Stronger global competition: Chinese smartphone brands often dominate the spotlight early in the year with new releases. Apple wants to fill that market gap and keep pressure on Android throughout the calendar year.
2. Avoiding marketing fatigue: With more models entering the lineup—including the foldable iPhone—Apple needs more room to market each product effectively. A staggered release helps Apple focus its messaging and avoid cannibalizing its own announcements.

A follow-up report from The Information supports Kuo’s claims, stating that Apple is indeed planning to launch the iPhone 18 Pro series and foldable iPhone in fall 2026, with standard models following in spring 2027.

What This Means for iPhone Users

If this dual-launch strategy becomes the norm, it could change how and when people upgrade their iPhones.

Early adopters might still go for the fall Pro models, while casual users may wait for the spring release of standard models like the iPhone 18 or the rumored iPhone 18e. And with a foldable iPhone in the mix, the range of choices is about to get a lot more diverse.

The shift could also help Apple optimize its supply chain and reduce production bottlenecks, especially with the added complexity of foldable displays.

Apple hasn’t confirmed the new strategy yet, but the evidence is piling up. If it goes through with this change, it will mark the biggest shake-up in the iPhone launch cycle in over a decade.

Would a spring or fall iPhone release work better for you? Will this new timeline affect your next upgrade decision? Let us know in the comments below.

Related articles worth reading:

• 11 Reasons why buying the iPhone 17 could be totally worth it
• Everything we know about the upcoming Apple Watch Series 11
• Vision Air could launch this year as a lighter, cheaper Vision Pro