Apple (AAPL) Adopts Twice-Yearly iPhone Launch Strategy to Regain Market Share

May 26, 2025

Apple (AAPL, Financial) is reportedly shifting to a twice-a-year iPhone launch strategy starting this year to counteract a decline in market share in China. According to IDC data, Apple’s market share in China fell to 13.7% in the first quarter of 2025, marking seven consecutive quarters of decline. By increasing product release frequency, Apple aims to enhance consumer engagement and maintain its market presence.

Renowned Apple analyst Ming-Chi Kuo predicts several upcoming releases: four models including iPhone 17, iPhone 17 Air, iPhone 17 Pro, and iPhone 17 Pro Max in the second half of 2025. Early 2026 might see the launch of iPhone 17e, followed by iPhone 18 Pro Max, iPhone 18 Pro, iPhone 18 Air, and Apple's first foldable iPhone in late 2026. In 2027, the iPhone 18 and iPhone 18e are expected to debut.

Moving forward, Apple plans to launch its standard iPhone model in the first half of each year to maintain consumer interest throughout the year.

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