Rumor: Apple Planning to Split Fall Launch Tradition Right in Half

Apple may soon switch to a twice-a-year iPhone launch schedule starting in 2026, rolling out budget models like the iPhone 18 during the first half of the year and higher-end Pro models in the second half. The shift is driven by intense competition in China, potentially altering Apple's marketing strategy with more models available in the first half to close a sales gap. This change would mean launching the iPhone 18 alongside its budget counterpart, the iPhone 18E, in Q1 and reserving the Pro series for Q2.