Apple's iPhone plans to adopt a staggered release strategy: high-end models will be launched in the fall, while the standard version will be moved to the spring of the following year

On November 17th, news emerged that Apple's senior analyst Mark Gurman recently disclosed that starting with the iPhone 18 series, Apple will completely change its decade-long "autumn new product launch" model and officially shift to a "dual-season launch" twice a year.

According to the new plan, high-end models (including iPhone 18 Pro, iPhone 18 Pro Max, and the rumored foldable iPhone) will continue to be released in the autumn of 2026 to capture the high-end market during the holiday shopping season. Meanwhile, the more affordable iPhone 18, iPhone 18e, and possibly updated iPhone Air will be moved to a spring release in 2027.

Gurman expects that this "high-end in autumn, affordable in spring" model will continue for several years, with Apple releasing five to six new models each year to cope with increasingly fierce market competition.

Why is Apple choosing to break a decade-long tradition at this time?

Gurman analyzes that concentrating all new iPhone releases in the autumn launch window "ultimately became a burden." This model not only made it difficult for Apple to evenly distribute revenue throughout the year but also placed immense pressure on marketing and engineering teams, overloading the supply chain.

The difficulties in promoting Apple Intelligence in 2024 and the delayed release of the improved Siri voice assistant highlight the pain points of the current release schedule.

The new release plan aims to distribute revenue more evenly throughout the year, alleviate pressure on employees and manufacturing partners, and prevent high-end and entry-level models from interfering with each other's marketing. Additionally, this adjustment will provide Apple with more opportunities to respond to new product launches from competitors like Samsung Electronics, which has already spread the release of its Galaxy and foldable devices across different seasons.

The adjustment in Apple's release strategy is accompanied by significant changes in its product line. The company plans to launch three brand new iPhone models over the next three years, including the first foldable iPhone in the autumn of next year and a high-end model with a curved glass screen and hidden camera set to launch in 2027.

Regarding the iPhone Air series, Gurman clarified related rumors. He stated that the second-generation iPhone Air is not being delayed due to poor sales; in fact, the product "has not been explicitly planned for release next year." Apple's decision to name it "iPhone Air" instead of "iPhone 17 Air" indicates that the company does not wish to tie this product to an annual release cycle.

Image: Apple iPhone Air Gurman revealed that the main upgrade of the second-generation Air will focus on a more efficient 2-nanometer processor, which is expected to improve the battery life performance of the first-generation product. Regarding the rumors of adding a second rear camera, he finds the idea somewhat strange, as the camera module area of the phone is already quite crowded, and the ultra-wide-angle camera is "the least used camera on the iPhone." The only reasonable scenario is that the dual rear camera design of the foldable iPhone is eventually applied to the standard model.

From a strategic perspective, the iPhone Air is essentially a "technology experiment" for Apple, serving as a transitional product towards the foldable iPhone. It will utilize many of the same materials, miniaturization technologies, internal components, batteries, and software optimizations as future foldable phones, aiming to "refine Apple's supply chain," rather than just to help users adapt to thinner devices.

It is reported that Apple's sales expectations for the iPhone Air are already relatively conservative, anticipating it will account for 6% to 8% of total sales of the new iPhone, which is comparable to the performance of the iPhone 16 Plus that it replaces.

This series of changes marks that Apple is seeking a more robust market performance through a more flexible product strategy and release rhythm while maintaining its technological innovation. In the new competitive environment, Apple is attempting to maintain its leadership position in the high-end market through transformation while more accurately grasping the demands of various market segments.

Source: Tencent Technology