In a move that could reshape the global smartphone market, Apple is reportedly preparing to overhaul its traditional iPhone launch schedule. According to a new report from The Information, the tech giant is planning to break with its long-standing practice of unveiling all its new iPhone models during a single September event. Beginning next year, Apple may adopt a staggered release strategy, rolling out its latest smartphones in two separate waves across the calendar year.
Under this new plan, Apple would release the high-end iPhone Pro and iPhone Pro Max models in the fall, maintaining their spotlight in the crucial holiday shopping season. Meanwhile, the standard iPhone model—typically the most popular version in terms of volume—would be introduced in the spring. This spring launch would reportedly coincide with the debut of a successor to the budget-friendly iPhone 16e. Notably, rumors suggest that Apple could also use the fall event to unveil its long-anticipated foldable iPhone, signaling its entry into the foldable phone segment.
This strategic shift could send shockwaves through the broader smartphone ecosystem. For years, rival Android manufacturers such as Samsung, Google, and Xiaomi have synchronized their flagship announcements around Apple’s September launch, often aiming to build momentum either just before or just after the iPhone event. A bifurcated iPhone release cycle would likely force these companies to rethink their launch strategies in order to avoid being overshadowed or outpaced by Apple’s relentless marketing machine.
Apple’s tradition of unveiling iPhones in September may be coming to an end. Things could change next year
The new timeline could also have major business implications. By spacing out the launch of its devices, Apple would maintain year-round visibility in the smartphone market, keeping its products in the public eye for longer stretches of time. This extended promotional window could create sustained pressure on competitors, who typically experience peaks and valleys in consumer interest surrounding their own product launches.
Furthermore, this approach may allow Apple to optimize production and supply chain management, reducing bottlenecks and allowing for more targeted feature development between its standard and premium models. It also opens the door for mid-cycle technological updates, giving Apple greater flexibility in responding to market trends and competitor innovations.
If implemented, this two-part release strategy won’t just alter Apple’s internal roadmap—it has the potential to shift the global smartphone launch calendar itself. Competitors may be compelled to adjust not only their product cycles but also their marketing, distribution, and R&D timelines to remain competitive in a market increasingly dictated by Apple’s strategic decisions.
As Apple prepares to reshape how and when it introduces new iPhones, the entire industry will be watching closely. What might seem like a simple scheduling change could, in fact, mark a significant turning point in the evolution of the smartphone business.