Apple is reportedly planning to shake up its iPhone launch strategy beginning in 2026, with a staggered release for the upcoming iPhone 18 lineup and the possible debut of a long-rumored foldable device.
According to a report published by The Information, the tech giant is preparing to launch the premium iPhone 18 Pro models in the fall of 2026, while delaying the release of the standard iPhone 18 models and a new version of the iPhone 16e until the spring of 2027.
This would mark a significant departure from Apple’s traditional approach of unveiling all iPhone variants simultaneously during its annual fall product event. The shift is reportedly aimed at giving Apple more flexibility in product development and marketing, while also helping to better manage supply chain and production timelines.
In addition to the staggered release of the iPhone 18 series, Apple is also said to be planning the launch of a new foldable iPhone, potentially as early as fall 2026. While the company has yet to confirm the development of a foldable device, the report indicates that Apple is actively working on prototypes and could enter the foldable market within the next 18 months.
Meanwhile, Apple is expected to release a slimmer iPhone model later this year, possibly under the name “iPhone 17 Air.” This model is anticipated to feature a more compact design while retaining the core functionality of Apple’s flagship devices. The company is also reportedly planning a follow-up to the iPhone 17 Air in 2026, suggesting it may become a recurring product line.
Apple has not officially commented on the report, and it remains to be seen how the new launch strategy would affect consumer buying habits or Apple’s broader product roadmap. However, analysts note that the staggered approach could help Apple extend consumer interest over a longer period and reduce pressure on manufacturing partners during the critical fall launch window.
If confirmed, the move signals Apple’s willingness to experiment with new strategies as competition in the global smartphone market intensifies, particularly from rivals in Asia offering a growing number of foldable and mid-range devices.
