For well over a decade now, consumers have been used to new iPhones coming out in the fall, like clockwork. However, according to a series of reports, Apple may be planning to change its iPhone release schedule drastically. The change could significantly impact when you can buy your next preferred model of the iPhone. It could also provide Apple with several key advantages in an increasingly competitive smartphone landscape. A staggered iPhone release Apple released the original iPhone on June 29, 2007. For the following three years, Apple released a new iPhone every June or July. But in 2011, Apple altered its iPhone release window, shifting to a fall launch date for the iPhone 4s. Since that date, Apple’s new family of latest and greatest iPhones has launched every fall, with the exception of the iPhone SE (which was historically not considered part of the latest iPhone family) and this year’s iPhone SE replacement, the iPhone 16e. Yet, according to two reports this week—one from The Information and one from respected TF International Securities analyst Ming-Chi Kuo—2025 is the last year that Apple will launch an entirely new iPhone family of entry-level and premium phones in unison in the fall. Instead, beginning in 2026, Apple will move to a biannual iPhone release schedule, which will see the pricier “premium” iPhone models launch in the fall, and the cheaper “entry-level” and “budget” iPhone models in the first half of the following year. You can still expect to see Apple launch the new iPhone 17 family in full this fall: most likely the entry-level iPhone 17 and the premium iPhone 17 Slim/Air (the exact name of the new, thin iPhone is uncertain at this point), iPhone 17 Pro, and iPhone 17 Pro Max. But this will be the last year Apple releases entry-level and premium family members at the same time. (The budget iPhone 17e is expected to debut in Spring 2026 as is usual for the budget model). Starting in 2026, though, things will change. Apple will launch the premium iPhone 18 series models, including the iPhone 18 Pro, iPhone 18 Pro Max, and iPhone 18 Slim/Air, along with a new foldable iPhone 18 in the fall. However, the entry-level iPhone 18 and budget iPhone 18e won’t be released until approximately six months later, in the spring of 2027. This new staggered release schedule is sure to irritate some consumers, particularly those who enjoy buying the entry-level new iPhone model every September. However, the change will benefit Apple in several ways. Chinese competition The Information was the first to report on Apple’s planned release schedule changes, followed a few days later by a report from TF International Securities analyst Ming-Chi Kuo. Kuo suggested that one of the main reasons Apple was shaking up the iPhone schedule was to give the company an advantage in China, which is Apple’s second-largest market after the U.S. According to Kuo, Apple is facing intense competition in China, and since many smartphone manufacturers now release phones in China in the first half of the year, this leaves Apple at a disadvantage.  Traditionally, when competitors launch their new phones in the first half of the year, Apple is selling a phone that is already six months old. That’s not great optics from a marketing perspective. By moving the iPhone’s entry-level and budget “e” versions launch to the first half of the year, Apple can market new phones while its competitors are doing the same.  This benefits Apple not only in China but also around the world. Springtime has historically been one of Apple’s slower sales periods because the company does not usually have a major new flagship iPhone product launch at that time. However, by launching the entry-level version of the latest flagship iPhone series in the spring, Apple can boost its sales during this period. Compelling consumers to buy pricier models Having a fresh new flagship phone on the market isn’t the only advantage Apple can gain from staggering its newest iPhone family launch across two different points during the year. The strategy may also encourage consumers who desire the latest iPhone to upgrade to the premium model instead of waiting another six months for the entry-level model to be released. For example, someone who really wants a new iPhone 18 in 2026 will need to opt to purchase one of the premium iPhone 18 models, which is expected to include the iPhone 18 Pro, iPhone 18 Pro Max, iPhone 18 Slim/Air, and foldable iPhone 18. They won’t have the option to buy the cheaper iPhone 18 or iPhone 18e until around six months later, in 2027. Delaying the less expensive models by six months may compel some consumers to opt for the pricier premium ones instead, ultimately benefiting Apple’s bottom line. Easing manufacturing bottlenecks Finally, Apple could also benefit from a manufacturing perspective if it shifts to a biannual iPhone release schedule, as The Information pointed out (via MacRumors). Currently, Apple’s manufacturing partners around the world—but primarily in China—must bring on tens of thousands of workers every summer to assemble iPhones for the fall launch. Bottlenecks can easily occur in the manufacturing chain if enough workers aren’t available. However, if Apple staggers its iPhone rollout throughout the year, Chinese manufacturers may not need to staff up at the levels traditionally required. As a result, it is less likely that labor shortages will impact iPhone launch dates and availability. This may help Apple mitigate some manufacturing risk, which could otherwise delay product launches and thus hurt sales. 2025: The last year for a unified iPhone family launch? Of course, it should be noted that Apple hasn’t confirmed plans to transition to a biannual iPhone release schedule in 2026—and the company will likely not announce anything until it unveils the new premium models that fall.  Still, the move does make a lot of sense for the company from both a marketing and financial perspective. Given that The Information and Kuo both have good track records when it comes to reporting on Apple’s supply chain plans, the change seems more likely than not. What that means for consumers is that 2025 is probably the last year that Apple will launch the full family of the newest iPhones simultaneously, marking the end of an era of sorts for the iPhone.