For as long as anyone can remember, September has meant “new iPhone season.” But that could all be about to change. According to new reports, Apple is seriously considering splitting up its biggest launch of the year.
This idea comes from Bloomberg’s Mark Gurman, a very reliable source for Apple news. He suggests that while the high-end “Pro” phones might still arrive next year (2026), the standard models, like the iPhone 18, might not show up until the spring of 2027. This is all part of a huge new plan that could also include Apple’s very first foldable phone.
A Split Launch: “Pro” First, Others Later?
In his “Power On” newsletter, Gurman lays out the potential new timeline. He believes the big shift will start in the fall of 2026 (think September to November). That’s when Apple would unveil the iPhone 18 Pro and iPhone 18 Pro Max.
But here’s the big news: Gurman also says Apple plans to launch its long-awaited first foldable iPhone during that same period. This would be one of the biggest hardware moves Apple has made in years.
Then, we’d all have to wait until the spring of 2027 (around March to May) for the rest of the lineup. That’s when Apple would supposedly release the standard iPhone 18, a new model called the iPhone 18e, and an updated iPhone Air.
Why Is Apple Changing Its Big Plan?
So, why would Apple mess with a routine that’s worked for over a decade? In short: that routine has become a massive headache.
Stuffing everything into one big fall launch has apparently put a huge strain on Apple’s engineering teams, its suppliers, and its marketing department. Gurman points out that this pressure might be why we saw a bumpy rollout for Apple Intelligence in 2024. The system was just too overloaded.
By creating a new staggered release plan, Apple could solve this problem. It would ease the intense workload and give each new phone its own moment in the spotlight. This could lead to smoother launches and give customers new and exciting options to choose from all year long, not just in the fall.
