Apple to Split iPhone Launches Starting with iPhone 18 Series
Apple is reportedly planning a major overhaul of its iPhone release strategy, beginning with the iPhone 18 series in 2026. According to industry sources and reports from outlets like ET News, the company will split its annual iPhone launch into two separate events.
A New Launch Timeline
The new strategy aims to reorganise the iPhone lineup and boost sales by keeping new products in the spotlight throughout the year. The release schedule is rumoured to be as follows:
- First Half of 2026: The new budget-friendly iPhone 17e, which follows the renamed “e” series.
- Second Half of 2026 (September): Apple’s traditional keynote will focus on its highest-end devices: the iPhone 18 Air, 18 Pro, 18 Pro Max, and the highly anticipated foldable iPhone.
- First Half of 2027: The standard iPhone 18 and the iPhone 18e will be unveiled.
This two-phase release schedule is rumoured to continue with the iPhone 19 series, with the premium and foldable models launching in September 2027, and the standard and ‘e’ models arriving in the first half of 2028. Starting in 2027, this would bring the total number of new models released each year to six.
A Reorganisation of the iPhone Lineup
A major reorganisation of the product lineup accompanies this shift in strategy. The Plus model, which has reportedly been underperforming, has been renamed the “Air” to emphasise a thinner design. This marks a change from the standard, Plus, Pro, and Pro Max lineup of the past three years.
Similarly, the budget iPhone, previously known as the “SE” for three generations, has been renamed to the “e” series, starting with the iPhone 16e. This change is seen as a way to tie the more affordable models directly to the main numbered series and launch them alongside the standard models in the future.
