Apple could abandon its traditional fall launch and spread out its releases over several months, a risky bet that could reshape the smartphone market.
Staggered launch strategy
According to supply chain leaks, Apple is planning an unprecedented approach for its 2026-2027 lineup. The iPhone 18 Air, Pro, and Pro Max would arrive in fall 2026, possibly alongside the long-awaited foldable model.
The standard iPhone 18, usually the flagship of sales, wouldn’t appear until spring 2027. A temporal split that would disrupt 15 years of Apple tradition.
Ripple effects
This calendar shake-up would force Canadian providers to completely rethink their promotional offers and trade-in programs. Bell, Rogers, and Telus would have to manage two separate launch periods instead of a single fall wave.
Even trickier: Apple could find itself in direct competition with Samsung during the spring window, a historic playground for the Korean giant with its Galaxy S series.
This potential reorganization reflects broader shifts in the smartphone sector. Renewal cycles are lengthening, consumers are holding onto their devices longer, and the premium segment battle is intensifying against Chinese competitors.
Apple would thus aim to maximize media attention by spreading out its announcements while avoiding internal cannibalization between its models.
As often with Apple rumors, caution is advised. Cupertino excels in industrial secrecy and could very well stick to its traditional schedule. A definitive answer will come with the next official keynotes.
