Apple(US:AAPL) Zhi Tong Cai Jing·2025-11-17 01:24Core Insights - Apple plans to shift its iPhone product launch strategy starting in 2026, moving from a single annual release in the fall to two releases per year, with flagship models in September and entry to mid-range models in the following spring [1][3] - The new schedule aims to alleviate pressure on engineering, marketing, and supply chain operations, which have struggled with the concentrated fall launch [1] - The introduction of the iPhone Air is expected to account for 6% to 8% of new iPhone sales, with a focus on transitioning to 2nm chips for improved battery efficiency [1] Group 1: Product Launch Strategy - Apple will release three to four high-end models in the fall, including iPhone 18 Pro, iPhone 18 Pro Max, the first foldable iPhone, and an updated iPhone Air [1] - The base model iPhone 18 and the more affordable iPhone 18e will be launched in the spring of 2027, resulting in a total of five to six new products each year [1] Group 2: Market Positioning and Competition - The new launch schedule allows Apple to better compete with rivals like Samsung, which stagger their flagship and foldable phone releases [1] - The adjustment aims to smooth out Apple's annual revenue and reduce marketing overlap between budget and premium models, indicating a significant change in how key products reach consumers [3] Group 3: Broader Product Strategy - Starting in 2026, Apple plans to expand its hardware lineup in the first half of the year with new smart home devices, updated Macs, and iPads, while continuing to release most of its iPhone and Apple Watch products in the second half [3]