Apple's New 'Have It All' Strategy: An iPhone Launch Every Six Months [Gurman]

Apple is planning its biggest-ever transformation of the iPhone, with a roadmap that includes three all-new models over three consecutive years and a major shake-up of its release schedule. According to the latest newsletter from Mark Gurman, the company will move away from its single annual fall launch and begin splitting its iPhone releases between the fall and spring.

The new strategy reportedly begins in 2026. That fall, Apple is expected to unveil three high-end models: the iPhone 18 Pro, iPhone 18 Pro Max, and its first foldable iPhone. Roughly six months later, in spring 2027, the company will release the standard iPhone 18, an iPhone 18e, and possibly a refreshed iPhone Air. This split-launch approach, which has been the subject of previous rumors, would give Apple two major opportunities each year to counter new devices from competitors like Samsung.

Gurman also addressed recent reports that a second-generation iPhone Air had been postponed due to poor sales, clarifying that the device was not earmarked for next year. He notes that Apple's decision to name the device "iPhone Air" rather than "iPhone 17 Air" signaled that it was not tied to an annual release schedule. Instead, Gurman frames the Air as a technology exercise and a prototype designed to prepare Apple's supply chain for the foldable iPhone, using many of the same materials and miniaturization techniques.


The main focus for the second-generation Air will reportedly be a move to a 2-nanometer chip, which should help improve the device's battery life—the biggest drawback noted in early reviews. Gurman is skeptical of claims the next Air will get a second rear camera, noting that re-engineering the already crowded camera "plateau" for the least-used lens seems unlikely for a niche device.

The Air's launch is the start of a three-year iPhone overhaul that will continue with a foldable model next fall, followed by an entirely new high-end model in 2027 featuring a curved glass screen and an under-display camera.

Gurman's newsletter also briefly touched on other Apple-related news, noting that the Mac Pro is on the back burner, longtime COO Jeff Williams is wrapping up his time at the company, and Tesla is finally working to add support for CarPlay.

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