Apple Plans Samsung-Style Two-Event Launch Cycle for iPhones

Apple may soon shift to a Samsung-style launch cycle for its mobile devices. According to Bloomberg, the company is considering holding two major product events each year, starting in 2027. The plan closely mirrors Samsung’s approach of staging a flagship launch in each half of the year.

Apple to split yearly iPhone launches into two events

For the past several years, Samsung has hosted two major product launches every year. It typically introduces Galaxy S flagships early in the year, followed by Galaxy Z foldable launches in the second half. These events often bring additional products like watches and earbuds, but phones are the primary attraction.

On the other hand, Apple stages only one major event in a year, unveiling the latest iPhones. However, now that the company is preparing to enter the foldable market, it also plans to split its future launches into two distinct yearly events. If this happens, Samsung may no longer be the only top-tier player commanding the spotlight twice a year.

The report suggests Apple will shake up its release calendar starting with the iPhone 18 generation. The firm plans to launch the iPhone 18 Pro and 18 Pro Max in the fall of 2026. This event could also mark the debut of its long-rumored foldable iPhone.

Apple may then follow up with another event in the spring of 2027 to introduce the standard iPhone 18 models. This cycle could continue in the same pattern, with the spring event also making room for the ultra-slim iPhone Air lineup as well as the entry-level “e” series. This shift would give Apple two major marketing windows each year, mirroring Samsung’s approach.

That said, Samsung has had a much busy 2025. It introduced the Galaxy S25 series early in the year and followed up with the S25 Edge a few months later. Then in mid-2025, we got the Galaxy Z Fold 7 and Flip 7. The company proceeded to launch the Galaxy S25 FE and Tab S11 series in September, and the Galaxy XR last month. We aren’t even counting budget and mid-range launches.

Samsung is clearly experimenting with more flexible, more frequent announcements. Rumors suggest it will launch the long-rumored tri-fold separately, while its next slim phone may also get its own event. If Apple follows a similar path, both companies could turn the mobile calendar into a year-round battleground.