Apple has traditionally launched its iPhones annually, in contrast to companies like Samsung, which hold two launch events each year for their Galaxy S series and foldable devices. However, Apple may be planning to change its strategy, potentially moving toward a bi-annual release schedule for its iPhones. Recent reports from sources like the well-known Apple analyst Ming-Chi Kuo and The Information suggest that Apple is considering a new approach to its iPhone launches. Instead of the current yearly event, the company might introduce two launch events per year.

The first of these events would feature budget models such as the upcoming iPhone 17e in the early part of the year. The latter event, scheduled for the second half, would showcase the flagship models, including the anticipated iPhone 18 series. Looking ahead to 2027, the proposed schedule indicates that Apple could launch both the iPhone 18e and the standard iPhone 18 early in the year, followed by the release of the iPhone 19 series later. This timing aligns with the significant milestone of the 20th anniversary of the iPhone.

Interestingly, Apple has already begun to implement aspects of this strategy. Earlier this year, it introduced the iPhone 16e in the first quarter of 2025, with plans to follow up with the iPhone 17 series later in the year. Historically, Apple has adopted a similar launch approach with the iPhone SE models, which typically debuted in the spring. Kuo has noted that this shift could help Apple stay competitive in the market.

The early launch of the iPhone 16e has already yielded positive results, contributing to a stronger-than-expected first quarter for the company. Nonetheless, the full impact of this proposed strategy will only be clear in 2026, so until then, it’s wise to treat these developments as speculative.