Apple is preparing what could be its most ambitious iPhone upgrade cycle ever, with sweeping changes to both its hardware lineup and release schedule, according to a new report by Mark Gurman of Bloomberg. The transformation could reshape how and when customers experience the next generation of iPhones starting as early as next year.

Apple to launch foldable iPhone and more Pro models in 2025

According to the report, Apple aims to release three high-end iPhones in fall 2025: the iPhone 18 Pro, iPhone 18 Pro Max, and a brand-new foldable model. That alone would mark a significant shift from the company’s traditional approach of launching just two premium-tier iPhones annually.

About six months later, Apple plans to launch three more models: the iPhone 18, iPhone 18e, and possibly an updated iPhone Air. Gurman says this split schedule may become the norm, with Apple aiming to release five to six models each year.

iPhone Air may act as testing ground for foldables

One particularly interesting detail from Gurman’s report is Apple’s positioning of the iPhone Air. Rather than being marketed only as a thinner alternative, the iPhone Air is described as “a technology exercise.” It’s meant to serve as a stepping stone toward the foldable iPhone. Reports say it will share several components with the foldable model and help Apple fine-tune its supply chain.

Apple’s iPhone release calendar will change

In recent years, Apple has followed a predictable pattern: launching four main iPhones every fall and occasionally releasing a budget-friendly iPhone SE or “e” model earlier in the year. That structure is about to change.

Starting in 2025, Apple will no longer pack all of its key launches into the fall. Instead, it plans to spread releases more evenly throughout the year. This strategy is designed to ease pressure on its supply chain and internal teams, while also smoothing out revenue flow across quarters.

Apple’s momentum builds amid App Store shift

Apple’s push into new iPhone formats and schedules comes just weeks after it crossed the $4 trillion market cap mark, becoming the third public company to do so after Nvidia and Microsoft. The surge was partially fueled by stronger-than-expected demand for the iPhone 17.

At the same time, Apple is making quieter but potentially transformational moves on the software side. The company recently introduced a program that cuts the App Store commission from 30% to 15% for developers of “mini apps.” These lightweight programs run inside larger apps, offering compact, integrated functionality.

Mini apps may shape the future of mobile usage

If mini apps catch on, they could lead to a less cluttered phone experience, where users navigate fewer core apps that house multiple mini features. Apple sees this as an evolution in app development and possibly in how iOS devices are used daily.

Apple’s strategy now leans toward spreading innovation more evenly. This includes foldables, staggered launches, and leaner mobile software.