In a strategic move to revive slowing iPhone sales, Apple is reportedly planning to overhaul its iPhone release cycle, starting with the iPhone 18 lineup.
According to a report by Wayne Ma for The Information, Apple could introduce a staggered launch schedule—debuting premium models in fall 2026 and releasing standard and budget versions in spring 2027.
The new strategy would see models like the iPhone 18 Air, iPhone 18 Pro, and iPhone 18 Pro Max released in September 2026, alongside Apple’s much-anticipated first foldable iPhone. Meanwhile, the standard iPhone 18 and a budget-friendly iPhone 18e would follow in early 2027.
This move is seen as part of Apple’s broader effort to “rejuvenate” its iPhone sales, which have plateaued in recent years due to modest year-over-year upgrades. The staggered schedule could help maintain consumer interest and momentum across a longer product cycle.
Apple’s ultra-thin iPhone 17 Air, slated for release this year, is another part of the company’s revival attempt. However, manufacturers are reportedly skeptical about its performance, as it currently accounts for only 10% of total iPhone production capacity. Manufacturers are already prepared to redirect production resources if demand underwhelms.
Interestingly, the iPhone 18 and 18e—based on simpler, legacy designs—will initially undergo production trials in India. This shift aligns with Apple’s broader strategy to diversify its supply chain and reduce dependency on Chinese manufacturing.
The new timeline also implies that Apple will skip an iPhone 17e release next year, setting the stage for a significant refresh with the iPhone 18 lineup split across two seasons.
