Apple (AAPL) is undertaking its most sweeping iPhone revamp to date, with three completely new models set to arrive over three consecutive years, according to reporting from Mark Gurman of Bloomberg News. The shift comes as Apple (AAPL) faces criticism for leaning heavily on the iPhone while rivals advance in artificial intelligence and emerging hardware categories.
Gurman on Sunday reported that Apple (AAPL) began rethinking the device last September, starting with the introduction of the iPhone Air and redesigned iPhone 17 Pro models. A foldable iPhone is expected next fall, followed in 2027 by a premium device featuring curved glass and an under-display camera.
Schedule changes
The company is also preparing a fundamental change to its product-launch rhythm. After more than a decade of unveiling its main models each fall, Apple (AAPL) plans to split its annual releases across two periods. Gurman reports that beginning in 2026, Apple (AAPL) will introduce its highest-end phones (the iPhone 18 Pro lineup and the first foldable) in the fall, with the standard iPhone 18, an “e” version and potentially an updated iPhone Air arriving roughly six months later. Apple (AAPL) is expected to release five to six iPhone models a year under this system.
The new schedule is designed to ease pressure on Apple’s engineering, marketing and supply-chain operations, which have struggled under the weight of concentrated fall launches. It also gives the company more frequent opportunities to counter competitors like Samsung (OTCPK:SSNLF), which staggers its flagship and foldable launches.
Gurman reports that Apple (AAPL) sees the iPhone Air as a small part of its lineup, accounting for an estimated 6% to 8% of new iPhone sales, and not tied to an annual upgrade cycle. A second-generation model is planned primarily to shift to a 2-nanometer chip for improved battery efficiency. Bloomberg’s reporting indicates the device’s role is less about mass-market sales and more about testing components and design elements destined for Apple’s foldable phone.
Software, smart-home releases
The wider product strategy mirrors similar changes to Apple’s software releases, with spring updates becoming increasingly important. And beginning in 2026, Apple (AAPL) is expected to expand its first-half hardware portfolio with new smart-home devices, updated Macs and refreshed iPads, while the second half continues to deliver the bulk of its iPhone and Apple Watch lineup.
According to Bloomberg News, the goal is to smooth out Apple’s revenue throughout the year, lessen strain on internal teams and suppliers and avoid marketing overlap between budget and premium models, signaling a major shift in how and when Apple’s most important product reaches consumers.