Apple is in for a big shake-up with its iPhone release cycle, it seems — the upcoming iPhone Air and the mainstream iPhone 18 are now rumored to be arriving in a spring slot rather than the usual fall slot. The pivot, reported by Bloomberg’s Mark Gurman and echoed in supply-chain chatter picked up by The Information, indicates that Apple is heading for a two-wave annual cycle that could be the new normal.
A split iPhone release calendar begins to take shape
Gurman also says Apple plans to divide iPhone introductions between spring and fall for years, with perhaps five or six models per calendar year. That, of course, just puts the spotlight even more on Apple’s iPhones, and over the years Apple has also released budget-focused models like the SE earlier in the year, with starrier flagships closer to the holiday season. Shifting a core model like iPhone 18 to spring would codify an approach essentially breaking from the established regular cadence that focuses on ensuring the brand is top of mind beyond its traditional fall–spring cycle.
That could help smooth out production peaks and prevent the logistical bottleneck that’s often associated with a single blockbuster launch window. It could also add to the diversity of Apple’s quarterly revenue profile. Apple’s holiday quarter has for years taken a disproportionate load of its iPhone sales; spreading releases across seasons gives carriers, retailers, and component partners more time to plan promotions and keep inventory in balance.
What the iPhone Air might offer in its next generation
The next iPhone Air is rumored to be all about efficiency, thanks to a move to a 2-nanometer-class chip as the flagship update. TSMC has put a figure on this: its N2 process is designed to deliver up to 15% greater speed under the same power, or as much as 30% power reduction at the same performance, usually meaning measurable battery-life savings in real-world phones. If Apple coupled those silicon advances with more stringent power management and lighter materials, the “Air” name might finally get to reflect something other than a thinner form.
The camera system is the one open question. The Information has indicated a successor may upgrade from a single rear camera to a dual system, which would bring the Air more in line with Apple’s mainstream lineup for photography. That possibility would be unorthodox for how the positioning has gone, Gurman wrote, but it makes a lot of sense given consumer expectations are ballooning for even lighter, more affordable models to manage low light and portrait modes with less and less compromise.
There’s also discussion about whether the Air is intended to be a volume driver or a halo for design-first buyers. If Apple keeps it in the same price neighborhood as today’s entry- and mid-level models, the Air’s efficiency improvements could be its most interesting story — at least for a segment of prospective buyers who value longevity over bleeding-edge features.
The reason spring might work well for iPhone 18 buyers
Launching iPhone 18 in spring would put Apple’s mainstream phone in competition with rivals that traditionally debut early in the year. That gives shoppers a clean comparison and opens a longer runway for back-to-school and holiday promotions without being overshadowed immediately by new models. It fits nicely into chip foundry timelines as well, meaning Apple has a bigger window in which to adopt next-gen process nodes once yields are mature.
Market behavior supports the switch. Analysts from Counterpoint Research and IDC have tracked stretching upgrade cycles, with many consumers keeping their phones for three years or longer. A spring refresh cadence gives Apple a way to capture upgraders when carriers rev up mid-year deals instead of collapsing everything into one quarter. For carriers, a staggered release can boost churn management and cut subsidy spikes; for Apple, it helps maintain a more consistent pace throughout the calendar.
Sales context and strategy signals for Apple’s plans
There have been hints that projections of demand could be influencing timetables for some models. Still, Gurman’s framing makes it sound as though the bigger goal is structural: to create a two-season rhythm for iPhone launches in order to keep the pipeline fresh without overloading manufacturing and retail channels. Put another way: if Apple keeps featurizing, with iPhone announcement-worthy stuff saved for fall and spring being more about mass-appeal and value versions of the same, it optimizes both attention and supply.
That may mean that spring is the land of the iPhone Air and iPhone 18 family, while autumn still remains the host to all ultra-premium flagships. The net result: more consumer touchpoints, less seasonal whiplash, and a roadmap that more closely reflects the way people actually upgrade.
The flagship wild card in Apple’s upcoming lineup
Gurman also hints at an in-development “anniversary” flagship that is rumored to have a seamless glass front with an under-display selfie camera.
If that product is the linchpin of the fall, it would reinforce Apple’s bifurcation of cutting-edge industrial design from the efficiency-first Air and mass-appeal iPhone 18 — both tailored for a different buyer.
For the time being at least, the bottom line is obvious: Apple looks like it is ready to adopt spring as a new launch window not just for the iPhone Air and the iPhone 18, but potentially millions of customers too. Pay attention for firmer indications from Apple’s supply chain and BuzzFeed, as well as Bloomberg’s and The Information’s ongoing reporting, in the new calendar year.