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Apple is now reportedly looking to change their strategy, and divide the iPhone launch into two different phases. Starting in 2026, Apple is said to launch the regular iPhone series early in the year, around March to May, and followed by the launch of the iPhone Pro series around September.
With this move, Apple is expected to give a more comprehensive focus to the marketing of each iPhone variant, and not be overwhelmed by the marketing of different models that come out simultaneously.
According to TheInformation, Apple is expected to introduce the iPhone 18 Air, iPhone 18 Pro and iPhone 18 Pro Max around September 2026. This will be followed by the introduction of the iPhone 18 and also the iPhone 18e in March 2027.
This division is also said to be in line with the addition of another iPhone model expected in 2026, which is the foldable iPhone. In addition, this may also be part of Apple's move to continue managing their production which is now starting to reduce its dependence on China.
This move is also seen as showing that Apple will offer around 6 iPhone models that are updated almost every year moving forward.
For this year, Apple is expected to introduce around 4 iPhone 17 models in September, namely the iPhone 17, iPhone 17 Air, iPhone 17 Pro and also the iPhone 17 Pro Max.