Apple Inc. is looking to upend the annual iPhone release cycle. The change would likely first take effect with the launch of the iPhone 18 next year. Based on our sources’ report, we’d expect the Pro models to debut in fall of 2026. Topping that list will be the much rumored iPhone 18 Pro and iPhone 18 Pro Max. At least the iPhone 18 and base model variants don’t get delayed. They’re allowed to release as late as spring 2027.
This larger strategic pivot is intended to boost the appeal of Apple’s product ecosystem and attune the company to consumer market demands. With the projected schedule shift, Apple is expected to announce its higher-end models first. This extended timeframe provides the company additional runway to produce its foundational models and experiment with other innovations.
New Release Timeline
According to reporting from The Information and Engadget, Apple’s new release time table will put the thrust of the spotlight on its Pro models. The iPhone 18 Pro and iPhone 18 Pro Max are projected to hit the market in the fall of 2026. As for the non-pro 18, that’s probably going to be pushed back until spring of 2027. This has future variant implications too, like the iPhone 18 Slim and iPhone 18e.
This updated timing marks a significant departure from Apple’s typical fall annual release cycles. Now, the company will stop debuting all models simultaneously. By staggering the launches, Apple will be able to create hype and interest over a longer period of time.
Rumored Foldable iPhone
Apart from the upcoming iPhone 18 series, Apple is said to be developing a foldable iPhone. Rumors point to this exciting new device becoming available in the very near future. It could be introduced together with the iPhone 18 Pro and iPhone 18 Pro Max. If so, this would put Apple in rare company as a competitor in the emerging foldable smartphone market.
The introduction of a foldable model alongside the iPhone 18 Pro series could further enhance Apple’s appeal among tech enthusiasts and consumers seeking cutting-edge technology.
Production Shifts
Though these plans do play out, Apple is in the news for a different reason related to production. Recently, CEO Tim Cook stated, “We do expect the majority of iPhones sold in the US will have India as their country of origin.” As we’ve noted, Apple is indeed taking steps to diversify their production base and reduce their reliance on China. This move isn’t really related to the incoming iPhone launches.
Vietnam has become one of the main countries touted as the big winner from this change in manufacturing strategy. That said, we still don’t have clear specifics on the details of how this will affect the iPhone 18 release.
