Apple Inc. is reportedly planning a major strategic overhaul of its iPhone lineup, which includes both a dramatic expansion of its product offerings and a significant change to its long-standing annual release schedule. The move aims to stabilize the company’s revenue streams throughout the year and reduce the immense pressure on its engineering and manufacturing teams.
The Two-Phase Launch Strategy (Starting 2026)
According to reports, Apple intends to split its annual iPhone releases across two distinct periods, moving away from the tradition of concentrating all launches in the fall:
| Launch Phase | Expected Timeframe | Models Expected |
| Phase 1: Flagship/Pro Models | Fall (September/October) 2026 | iPhone 18 Pro Lineup, First Foldable iPhone, and potentially an updated iPhone Air. |
| Phase 2: Standard/Value Models | Spring (Approx. 6 Months Later) 2027 | Standard iPhone 18, iPhone 18e (a potential budget variant), and likely the remaining entry-level or mid-tier devices. |
This staggered approach is expected to provide multiple revenue opportunities throughout the fiscal year and allow for more focused development and smoother production of each device.
iPhone Lineup Expansion to Seven Models
Apple plans to significantly expand its product catalog from the current five iPhone models to at least seven models by the fall of 2027, according to The Information. This expansion includes introducing two highly anticipated new formats:
- The Foldable iPhone (Projected Fall 2026): This device is described as the “star” of the next year’s line-up and is compared to “two titanium iPhone Airs side-by-side” when unfolded, suggesting a book-style folding mechanism, resembling a small iPad.
- The iPhone Air: This model is viewed as a key stepping stone—an “essentially a technology exercise and a prototype en route to the foldable iPhone.” It is being used primarily for testing new components and design elements and is not expected to follow a regular annual upgrade cycle or be a mass-market product initially.
Looking Ahead to 2027
Beyond the immediate 2026 split, Apple is also rumored to be planning a dramatic 20th-anniversary iPhone edition for the fall of 2027. This device is rumored to feature an innovative design with a chassis that curves around the edges on both the front and back, increasing the screen size by eliminating the surrounding black frame.
This strategic roadmap confirms Apple’s commitment to maintaining its lead in the global smartphone market by catering to a wider range of budgets and pushing the boundaries of hardware design with the debut of a foldable device.