Apple analyst Ming-Chi Kuo predicts a significant shift in Apple’s iPhone release strategy, moving to a bi-annual schedule from 2025 to 2027, with budget models launching in the first half of the year and premium models in the second half. This change, driven by intense competition, particularly in China, aims to close the marketing gap with Android competitors and maintain Apple’s market presence year-round.

Ming-Chi Kuo via Medium:
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The primary reason Apple adopts a bi-annual iPhone release schedule, with launches in 1H and 2H, is intense competition, particularly in China, prompting a shift in its marketing strategy.

1. Competitors typically release new models in 1H. By launching new iPhones in 1H, Apple could close the marketing gap.

2. Due to intense competition, Apple needs to offer more iPhone models. Launching them all in 2H risks diluting marketing efforts. For instance, the growing shipment ratio of the Pro series is overshadowing budget models.

2H25:
iPhone 17 Pro Max, iPhone 17 Pro, iPhone 17 Slim, iPhone 17

1H26:
iPhone 17e

2H26:
iPhone Foldable, iPhone 18 Pro Max, iPhone 18 Pro, iPhone 18 Slim

1H27:
iPhone 18, iPhone 18e

2H27:
iPhone Foldable 2 (already kicked off), iPhone 19 Pro Max, iPhone 19 Pro, iPhone 19 Slim (with a larger display vs. 18 Slim)

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MacDailyNews Take: Perhaps bi-annual iPhone releases (beyond the every other year spring release of an SE model) would help to goose/maintain sales better than one big release of everything each fall?

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