Apple Inc. (AAPL) is doing something it rarely does: fundamentally rethinking how it releases iPhones. The company plans to roll out three new iPhone models over the next three years that represent a significant departure from its usual incremental updates, and it's changing when these devices actually hit the market.
According to Bloomberg's Mark Gurman in his latest "Power On" report, Apple is doubling down on its flagship product despite ongoing criticism that the company relies too heavily on iPhone sales and has fallen behind in areas like artificial intelligence.
The transformation started in September with the launch of the iPhone Air and redesigned iPhone 17 Pros. Next fall brings Apple's first foldable iPhone, followed by an even more ambitious high-end model in 2027 featuring curved glass and a camera hidden underneath the display.
But here's where it gets interesting: Apple is ditching the sacred tradition of annual fall iPhone releases. Starting in fall 2026, the company will unveil three premium models, then wait six months before releasing the iPhone 18, iPhone 18e, and possibly a refreshed iPhone Air.
Why the change? Apple wants to spread revenue more evenly across the year rather than concentrating everything in the holiday quarter. The staggered schedule also relieves pressure on employees and manufacturing partners, and prevents premium and budget models from cannibalizing each other's marketing buzz. Plus, it gives Apple multiple chances each year to respond to new devices from competitors like Samsung Electronics.
Beyond iPhones, Apple has significant updates planned for smart home devices, Macs, and iPads in the first half of 2026, with new Apple Watches and additional Macs coming in the second half.
The strategic shift signals Apple's effort to diversify revenue streams and maintain its competitive edge in a rapidly evolving tech landscape. By smoothing out the release calendar, the company hopes to deliver more consistent financial performance while staying nimble enough to counter whatever rivals throw at them.
