Apple is expected to change its iPhone launch strategy in the fall of 2026 and adopt a twice-yearly release schedule, aiming to spread revenue throughout the year and maintain its dominance in the smartphone market.
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The iPhone lineup is centered around four models launching in the fall, but Apple is introducing other variants at different times throughout the year. If reports on the matter are accurate, Apple will make a bigger move to formalize this deal for a wider selection of devices.
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According to Mark Gurman in Bloomberg 's "Power On" newsletter , Apple plans to release three high-end models in the fall of 2026. These would include the iPhone 18 Pro and Pro Max, as well as the possible iPhone Fold.
The upshot is that Apple will formalize a premium iPhone model release schedule in September, as usual, with letter-tier models arriving six months later. This should result in the release of five to six iPhone models each year.
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This isn't the first time we've heard rumors of this kind. We've previously reported that Apple will continue to release the iPhone E series in the spring. Talk of a new iPhone release schedule has also been raised again over the summer, including a move of the base iPhone model to the early part of the year.
