Since launching the iPhone 4s ten and a half years ago, Apple has been releasing new iPhones every fall. But it looks like the company may shift its launch strategy in the coming years.
According to prominent Apple analyst Ming-Chi Kuo, Apple plans to launch its low-cost iPhone in the first half of this year and retain its high-end Pro model later this year.
Kuo said the upcoming iPhone 17 lineup will be released as expected, but future iterations including iPhone 18 and iPhone 19 will debut in two waves in 2027.
Apple will launch a more affordable iPhone early this year (probably in March or April), with professional models arriving in the fall. That means you’ll see different versions of iPhone 18 and iPhone 19 released in two halves of the same year, Kuo said.
For example, the base-grade iPhone 18 and iPhone 18E may hit in the spring, while the iPhone 18 Pro, Pro Max, iPhone 18 “Air” (or “Slim”) and Apple’s first foldable models will be available in the fall.
Apple did not immediately respond to a request for comment.
iPhone maker announced new phones outside the typical September window. For example, the low-end iPhone 16e debuted in February. However, it is a high-end model launched from the major iPhone 16 five months ago. The changes described by Kuo will restart the order, putting all new lineups in the same calendar year.
It is speculated that such a strategy change will allow Apple to optimize manufacturing and marketing efforts, especially in China, which is a key market for the company. Additionally, leading rival Samsung announced its new Galaxy phone in January.
“Competrators usually [the first half of the year],” Kuo wrote. [the first half, Apple could close the marketing gap.”
He added: “Due to intense competition, Apple needs to offer more iPhone models. Launching them all in [the second half] Take the risk of diluting marketing efforts. ”
Kuo also said the growing shipment rates of the Pro series have eclipsed the budget model.
In the short term, Apple is expected to launch a thinner iPhone this year, possibly named the iPhone 17 Air or iPhone 17 Slim. Rumors say the 6.6-inch device costs just 5.5mm and costs between $900 and $1,000. Meanwhile, Kuo noted that Apple has also developed a next-generation version with a larger screen, which is expected to arrive in the second half of 2027.
