Apple makes biggest change to iPhone release cadence in 7 years
Apple has shifted its product release strategy under new CEO John Ternus, separating the launch of its flagship Pro models from the standard iPhone. The company also introduced the iPhone Duo, its first foldable device, while raising prices due to component shortages.
Why it matters
This change in release cadence represents a major strategic pivot for Apple to stabilize revenue across fiscal quarters and manage supply chain constraints.
In John Ternus' debut showcase as CEO, Apple unveiled a swarm of new products, including its first foldable phone called the iPhone Duo, as well as the iPhone 18 Pro and Pro Max with a larger screen.
But the biggest news for investors from Wednesday's event may be the absence of an iPhone 18 without the Pro moniker.
Analysts in recent months have largely expected this shift in Apple's annual cadence, and foresee Apple releasing its mainline iPhone at an event in the spring, when the company has previously announced new low-cost models, including the iPhone SE and iPhone 16e.
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