Apple is poised to revamp its iPhone release strategy beginning in 2026, moving away from its traditional single annual autumn launch to a biannual schedule. Under this new approach, flagship iPhone models will continue to be unveiled each September, while entry-level and mid-range variants will see their release pushed back to the following spring. This strategic shift is primarily aimed at countering the intense competition in the global smartphone market, especially the growing pressure from Chinese smartphone makers.

In autumn 2026, Apple is expected to launch the iPhone 18 Pro, iPhone 18 Pro Max, its inaugural foldable iPhone, and a highly anticipated updated iPhone Air. Meanwhile, the base-model iPhone 18 and the more budget-friendly iPhone 18e, tailored for the mass market, are slated to make their debut in spring 2027. This move represents Apple's first departure from its long-standing tradition of a single autumn release, paving the way for a more regular rhythm of "standard editions in the first half of the year and Pro editions in the second half."