Apple is reportedly planning a significant shift in how it releases iPhones, moving away from its traditional strategy of launching all models simultaneously. According to industry sources, this change will begin with the iPhone 18 lineup expected next year.
Sources speaking to The Information have revealed that Apple intends to release its Pro models first during the customary fall window, while pushing the standard models to the following spring. This represents a major departure from Apple’s long-established practice of unveiling its entire iPhone lineup at once.
If accurate, this means consumers could see the iPhone 18 Pro and iPhone 18 Pro Max hit shelves in fall 2026, possibly alongside Apple’s rumored foldable iPhone. The base iPhone 18 model, along with potential iPhone 18 Slim and iPhone 18e variants, would then follow in spring 2027. According to AppleInsider, this staggered approach could help Apple spread its revenue more evenly throughout the year and potentially drive more sales of the premium Pro models.
Respected analyst Ming-Chi Kuo has corroborated these reports, indicating the move represents Apple’s response to increasing competition, especially in the Chinese market. This would mark the first significant change to Apple’s iPhone release calendar since the iPhone 4s launched in 2011, ending the company’s long-standing tradition of releasing all flagship models simultaneously.
The reported schedule change comes shortly after Apple CEO Tim Cook confirmed a significant shift in the company’s manufacturing strategy. “We do expect the majority of iPhones sold in US will have India as their country of origin,” Cook stated recently.
This manufacturing transition extends beyond iPhones. Vietnam is positioned to benefit from Apple’s production realignment, with reports indicating the Southeast Asian nation will produce iPads and Apple Watches previously manufactured in China. According to a BBC report, Vietnam will play a key role in Apple’s diversified production strategy.
Industry analysts are closely watching these developments as Apple continues to adjust both its product strategy and supply chain operations in response to changing global economic conditions. The company has been gradually reducing its manufacturing dependence on China, with Tim Cook reportedly exploring additional production opportunities in Southeast Asia during recent visits to Vietnam and Indonesia.
