Apple has traditionally launched all its new iPhone models simultaneously in the fall, introducing the entire lineup during a single major event. However, recent reports suggest that this long-standing strategy may soon change. According to insider information obtained by The Information, Apple is planning to release its iPhone models in two separate phases starting in 2026.
Sources from within Apple’s supply chain – three independent sources cited by The Information – have confirmed this shift. If the reports are accurate, the iPhone 18 lineup will debut in two parts: the high-end “Pro” models will launch in their usual fall timeframe, while the more affordable “standard” models will be released the following spring. This approach could help Apple distribute product momentum more evenly throughout the year and sustain interest over a longer period.
Another key factor is the expected introduction of Apple’s first foldable iPhone, which is rumored to be in development. The addition of this new category may further complicate simultaneous launches, prompting Apple to space out its releases. By separating the standard models from the Pro versions, Apple may also give its entry-level devices more room to shine. In recent years, Pro models have dominated sales, often overshadowing their standard counterparts.
If Apple adopts this strategy, it could generate renewed attention toward the non-Pro models while maintaining strong Pro sales in the fall. This staggered launch could prove to be a strategic move to diversify sales performance across the calendar year.