Apple planned lineup for the next three years
Apple mixes its iPhone LineUp completely new. In the future, budget models should appear in spring and pro versions in autumn. There will also be two completely new smartphone variants. We summarize what customers expect when.
Apple’s new iPhone strategy takes shape
Apple is about a paradigm shift on its iPhone product line. Because as already reported, the technology group is planning a fundamental reorganization of its release calendar after more than a decade of simultaneous autumn publications of all models. In the future, the cheaper basic models will appear in spring and premium versions such as the Pro models in autumn. Apple also extends its portfolio by several new devices.
More models, shared publication rhythm
The year 2025 marks the last regular release cycle with the iPhone 17 series, which is expected to be completely presented in September. In addition to the basic model, this also includes the PRO variants (Pro and Pro Max) and with the iPhone 17 Air, Apple’s first particularly thin smartphone, for which there should be special covers again due to the small battery.
From 2026 the rhythm should be loud 9to5mac Then change significantly. The iPhone 17E is to be released in spring, followed by four premium models in autumn:
- iPhone 18 Pro
- iPhone 18 Pro Max
- iPhone 18 Air
- iPhone 18 fold
Interestingly, the basic iPhone 18 should only come onto the market with the iPhone 18e in spring 2027, and thus about six months after the Pro models. It would be the first time that Apple separates a basic iPhone from its premium siblings. In addition, the iPhone 19 Pro, Pro Max, Air and also the very first iPhone fold should follow in autumn. This should score with its wrinkle -free display.
Market pressure and strategic realignment
The analysts Wayne Ma and Ming-Chi Kuo see several reasons for Apple’s strategy change. One of the main factors is the increasing competition, especially in China, where many competitors traditionally present their flagship smartphones in spring. By distributing the publications, Apple can counteract this competitor directly, said Kuo.
A publication of all models in the same autumn time window also risk “a dilution of marketing efforts”. Due to the time separation, each model receives more attention, which should benefit the basic models that are otherwise in the shadow of the Pro versions.
Stagnating sales
Apple’s hardware boss John Ternus already described the current iPhone development plan internally as “the most ambitious in the history of the product”. The strategy comes at a time when iPhone sales stagnate.
Although Apple continues to sell hundreds of million devices annually, sales figures hardly grow. The new roadmap with six different models per year, divided into two launch events, is intended to rekindle enthusiasm among customers and distribute the income more evenly over the year. In particular, the introduction of completely new form factors such as the folding iPhone could give the iPhone fresh swing.
Historically, it would not be the first major change in Apple’s publication strategy. The original iPhone was presented in January 2007 and published in June of the same year. Only with the iPhone 4S in October 2011 Apple established the autumn rhythm that has been retained to this day. The planned split in spring and autumn releases would therefore be a kind of return to the roots, but with significantly more model variants than ever.
