Apple is preparing to make a radical change in its traditional launch strategy with the iPhone 18 series, which it plans to launch in 2026. According to the latest information; the company will no longer launch its new generation iPhones at the same time, but rather by spreading them over two different periods during the year.

Apple will make changes to the iPhone launch strategy

Up until now, Apple has introduced and put on sale the entire iPhone series at the same time every September. However, this approach may change as of 2026. According to the new plan, the iPhone 18 Pro and iPhone 18 Pro Max models will be introduced in the fall as usual. The standard model of the series, the iPhone 18, will be released in the spring of the following year.

There are several main reasons for this change in Apple’s strategy. The first of these is the foldable iPhone model, which is expected to join the series. With the expansion of the product range, introducing all models in a single launch can create confusion in many ways.

In addition, this new plan will allow for a second iPhone launch during the year, which will give additional visibility to standard models, especially those with low sales performance. Because in recent years, Apple’s iPhone sales have largely been driven by Pro models.

Standard models, on the other hand, have been lagging behind in sales. With the new distribution, Pro models can stand out alone in the fall, while the standard model can attract more attention in the spring.

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