Insider sources from suppliers reveal that Apple plans to split its launch lineup into two phases, starting with the iPhone 18 Pro and iPhone Fold groups in September, before releasing the standard models in 2027.
The website 9to5Mac reported that Apple may change its product launch strategy, resulting in the iPhone 17, launched last September, having a longer-than-usual sales period.
The report, citing sources and supply chain data, indicates that the iPhone 17 will remain the core standard product for Apple until late 2027, totaling 18 months of promotion and sales—surpassing the iPhone 4's 16-month sales period from 2010 to 2011.
The extended sales period for the iPhone 17 is attributed to Apple’s plan to divide new product launches into two rounds: the first round in September 2026 featuring premium models such as the iPhone 18 Pro, iPhone 18 Pro Max, and iPhone Fold.
Meanwhile, the standard product group, including the iPhone 18, iPhone 18e, and iPhone Air 2, will be launched in early 2027 instead.
Technology industry analysts believe the decision stems from the complexity of production lines and the increased number of models currently being managed.
Previously, Apple launched four iPhone models annually, but the lineup will expand to six models, making it more practical to spread consumer demand and factory workloads throughout the year rather than forcing all models to launch simultaneously in the third quarter.
This transition is indirectly confirmed by the chairman of Largan Precision, a major Apple camera lens supplier, who stated at a shareholders’ meeting that the company’s major smartphone clients have postponed new product launches to the first quarter of 2027, aligning with reports that Apple plans to stagger iPhone launches based on product readiness.
. 9to5Mac