Apple May Adopt Biannual iPhone Launch Strategy Like Samsung

Apple is reportedly exploring a new launch strategy for its iPhone models. The company may adopt a biannual iPhone launch schedule, similar to Samsung’s proven approach. This means instead of unveiling all its new iPhones at its usual fall event at once, Apple could hold two separate launch events.

Apple may split iPhone launches into two phases

Apple is expected to launch its iPhone 17 series in September 2025. The lineup may include the iPhone 17, iPhone 17 Pro, iPhone 17 Pro Max, and iPhone 17 Air. Earlier this year, the Cupertino giant introduced the iPhone 16e, the most affordable iPhone in Apple’s current lineup. The company is also reportedly gearing up to launch its first foldable iPhone in late 2026.

With its product portfolio set to expand, Apple is reportedly exploring a new strategy to split its iPhone launches across the year. According to multiple reports (1, 2, 3), Apple may split its iPhone release cycle into two phases. Its entry-level models, such as the iPhone e and standard variant, may debut in the first half of the year, while premium models such as the Pro, Pro Max, and foldable iPhones may go official in the second half.

For instance, iPhone 18e and iPhone 18 may arrive in early 2027. Likewise, iPhone 19 Pro, iPhone 19 Pro Max, iPhone 19 Air, and the second-generation foldable iPhone could go official in late 2027. This is a similar approach to its arch-rival, Samsung. The Korean firm launches its Galaxy S series flagships in the first quarter of the year and its Galaxy Z foldable lineup in the second half.

If Apple also adopts this strategy, its iPhone lineup may have a strong presence in the smartphone market throughout the year. Only time will tell. Meanwhile, the foldable market is about to heat up, as Samsung will launch its Galaxy Z Fold 7, Galaxy Z Flip 7, and Galaxy Z Flip 7 FE on July 9 at the Unpacked event in New York City.