Apple is radically updating its iPhone presentation system, which hasn't changed for eight years. According to Bloomberg journalist and insider Mark Gurman, new iPhone models will now be presented in two stages - in spring and autumn.
Previously, the company presented all its main models annually in September. Now, the new system is being implemented to stabilize and balance the production, marketing, and supply chain of the iPhone.
According to the new schedule, Apple plans to present the following models in September 2026:
iPhone 18 Pro
iPhone 18 Pro Max
iPhone Fold - the company's first foldable smartphone
After that, in the spring of 2027, new models for the budget and middle segment will be presented:
iPhone 18
iPhone 18e
iPhone Ayir 2 - a model with an ultra-light and soft body.
Earlier, there were rumors that the iPhone Ayir 2 was canceled, but according to Gurman, this model was moved to the spring of next year only due to graphics.
The new plan is considered one of the biggest strategic changes in Apple's history. The company aims to further revitalize the market and provide users with the opportunity to update faster.
2027 marks a symbolic date for Apple - the 20th anniversary of the iPhone's release. Therefore, the company is working on a special, revolutionary model for the anniversary.
According to insiders, the anniversary model is distinguished by a glass curved body, an invisible front camera, and a minimalist futuristic design. It is expected to be the next design turning point in Apple's history.
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