For many years now, we've got used to Apple launching its best iPhones all together every September – most recently the iPhone 16 series – but if a new report is to be believed, that scheduling could be set for a major shakeup in the years to come.

According to The Information (via MacRumors), Apple is planning to stick to September releases for the Pro and Pro Max models, while shifting the other iPhones to springtime in the US (so presumably around March time).

The idea is that splitting up the iPhone launches like this will "rejuvenate long-stagnant sales", the report from The Information says. There also seems to be some uncertainty over how well the upcoming, ultra-thin iPhone 17 Air is going to sell.

It seems these changes aren't planned for this year, but will instead be put into place next year – with the iPhone 18 Pro, iPhone 18 Pro Max, and iPhone 18 Air launching in September 2026, and the standard iPhone 18 and quite possibly the iPhone 18e then arriving in March 2027.

All change

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The current plan involves some risks, as it disrupts a long-established release schedule. However, it is believed that this change could encourage consumers to update their devices more frequently and help ease production pressures with manufacturing partners. Another reason for this change is to create space for a foldable iPhone expected around 2026. Anticipating the launch of more affordable models earlier in the year would free up manufacturing capacity for the new device. Although nothing is confirmed yet, we will have to wait and see how the company proceeds in the coming months. It’s possible they have not yet fully decided whether to adjust the release calendar in 2026 and 2027. If this change occurs, it will mark a significant shift in the annual smartphone launch schedule. Other major brands have already moved their flagship releases to earlier in the year, and this trend might be influencing the company's plans for upcoming launches.