Apple’s iPhone launch events have mostly been clockwork. Typically, the company announces its new iPhones in September of every year. However, a recent report from Mark Gurman at Bloomberg suggests Apple wants to launch products more often throughout the year, which could mean multiple iPhone releases a year.
Apple could plan multiple iPhone releases a year
As you might have heard, Apple has a new CEO in John Ternus who took over Tim Cook’s position at the start of the month. Now it seems that under the new CEO, Apple wants to spread its launches across the year. The report doesn’t say which products would be affected, but multiple iPhone releases a year could be part of that. That would mean September isn’t the only event where we could see new iPhones.
This doesn’t mean Apple is ditching its September event for its flagship models. In fact, it makes sense for Apple to keep that timetable because it’s close to the shopping season, so the company will want to have new devices for customers to buy. Instead, the company could spread its portfolio across the year.
The report claims that Ternus wants to accelerate product development. It describes the shift as applying to Apple’s product lineup broadly, so it’s not yet clear whether iPhones will be part of it.
But ultimately, this is to ensure the company will be able to launch products more often than wait for its major events. It also claims that Ternus wants Apple to experiment more, especially in this AI era where he wants Apple to remain competitive.
How will this look?
That being said, we’re not sure how this new launch cycle could look. Apple already has multiple product launches spread throughout the year. For instance, its September event usually covers the new iPhones and also refreshes its wearables.
Then Apple sometimes has events towards the end of the year which are usually Mac related. Then at the early part of the year, we might see some refreshes to its iPad lineup as well as new Mac computers. So with all of that, we’re not sure how else Apple will spread its portfolio.
However, we could be seeing some of Ternus’ vision in action soon. This year, instead of launching the entire iPhone 18 lineup, Apple has reserved the September event for the iPhone 18 Pro, Pro Max, and Duo. The rumors claim the base iPhone 18, iPhone 18e, and iPhone Air 2 could launch in the early part of 2027.
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