Apple typically launches its iPhones once a year. This is unlike other companies, like Samsung, which hold two launches a year—one for its Galaxy S series and another for its foldables. However, Apple could be switching up its iPhone launch strategy, which could be similar to Samsung’s.
Apple’s new iPhone launch strategy
According to multiple reports, one from notable Apple analyst Ming-Chi Kuo and the other from The Information, Apple plans to switch up its iPhone launch strategy. Instead of doing it once a year, the Cupertino company could move it to a bi-annual release. This means we could be looking at two iPhone launch events a year.
Kuo’s report suggests that the first launch will take place in the first half of the year. This event is reserved for Apple’s budget iPhone series, like the upcoming iPhone 17e. Then, in the second half of the year, Apple will launch its main flagship line, which for 2026 consists of the iPhone 18 series.
The report also suggests that for 2027, that could change even further. In the first half of the year, Apple will launch the iPhone 18e and the base iPhone 18. Then, in the second half of the year, Apple will launch the iPhone 19 series, which coincidentally is also Apple’s 20th anniversary of the iPhone.
Apple has already kickstarted this
While the reports suggest that these changes are coming in 2026 onwards, Apple has already started this. This year, we saw Apple launch the iPhone 16e in the early part of 2025. Then, later this year, we can expect Apple to launch its iPhone 17 series.
Apple has also practiced this iPhone launch strategy in the past. Back when the iPhone SE series was around, Apple usually reserved its launch for the earlier part of the year. So, this change isn’t exactly new. Plus, as Kuo notes, launching a new phone in the first half of the year could help Apple close the gap between its competitors. We’re already seeing the effects in action. Thanks to the iPhone 16e, Apple experienced a stronger-than-usual Q1.
In any case, we’ll have to wait until 2026 to see if this new strategy comes into play. Until then, take this rumor with a pinch of salt.
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