Fourteen years later, the iPhone will stop out only in September. And we do not refer to special ranges, but those of high -end. Apple is changing its iPhone launch plansaccording to the latest reports, and they also consider to launch new terminals every spring.
The firm led by Tim Cook carries a five -fourth a new way of communicating In his presentation events and, from next year, everything indicates that he will also change when he communicates it. His intention is clear: staying in everyone for longer, reinforcing their income and, incidentally, advising a blow to competition.
The year that changed the world. And Apple’s Keynote
2020 will always be remembered as “The Year of Pandemia.” The COVID-19 transformed our lives at all levels, minimizing social meetings and, with this, also the mass events of companies such as Apple. On June 22 of that year there was a historical WWDC 2020: It was the first 100% online And, as Tim Cook himself slid, we will not see a face -to -face event like those of yesteryear.
Apple events have been seen in streaming for years, although it was always a direct of what happened on a scenario in which different members of the company were happening. However, from the opening keynote of that wwdc, Apple passed to Issue recordings of your events made weeks before.
Our partner Pedro Aznar, who has been able to go to several of the latest Apple events, can attest that In Apple Park, journalists and developers are still received on event daysalthough the Keynote as such as they attend is the same. A giant screen is installed (or the Steve Jobs Theater) is used and broadcast there. If some Apple members like Tim Cook usually upload to greet, but once the event starts, they see exactly the same as any other from home.
Logically, the reason to continue inviting external to events is that they can try in the first person the products they present, as well as attend different sessions with Apple members to solve doubts or workshops in the case of developers at the WWDC. It is in the end A mixed event modelalthough the great focus is in the pregrab Keynote.
The step towards recorded events is not only a consequence of the pandemic, but represents a natural evolution of Apple’s narrative. An event produced with surgical precision allows polishing every second, each framing and each transition. Thus possible failures are revoked, as was the already mythical fail of Federight with Face ID in the presentation of the iPhone X. Everything becomes a perfect film.
And, to have that control, Apple must also pay a toll: The loss of the magic of the live. Elements such as the cheers and applause that sounded in the background among the attendees are renounced when an important product or function was presented. Nor are they heard at home. The spontaneity by the presenters is lost in passing, although luckily, we always have Federight.
September will no longer be the only month of the iPhone
In a saturated market, where users renew their mobile phones with less and less frequently, Apple needs to find new ways to stay relevant beyond boom Septembermonth in which they have announcing their flagships since 2012. There have hardly been exceptions since then, with the iPhone 12 presenting in October due to delays derived from the COVID or with models of smaller pull such as the iPhone se or the recent iPhone 16E., All of them presented in March or April.
Dividing the calendar allows you not only to distribute income, but also Capture user attention at more times of the year and reinforce their arguments against a competition that, apart from launching more ranges to the market, usually focuses their high range at the first months of the year. See Samsung with models such as the Galaxy S25 or Xiaomi with the Xiaomi 15.
The fact is that, as reported in The Information a few days ago, Apple will change their calendar. According to its sources, from 2026 Apple will have two phases to launch the high -end iPhone: Spring for “standard” models (such as iPhone 18y 18 Air) and September for the most advanced (iPhone 18 Pro, 18 Pro Max and the expected folding iPhone).
The iPhone is Apple’s star product and, as such, is the one that generates the greatest income. Its share of participation in the company’s income reached almost 70% of the income ten years ago and, although in 2024 the figure remained at about 50%, it remains the company’s financial impulse (its 201,183 million dollars last year attest).
That they talk about you for more months is something that, it is intuited, also interests Apple
Cumming or diversifying its impact is not only a marketing strategy, but an accounting need. Because, despite the fact that the company continues to see how areas such as services grow, in the end they know that Its best quarter is always the one in which September appearswhich is when the iPhone go to the market.
Launch two models in March or April guarantees on paper an increase in income in the rest of the quarterthus maintaining high quotas throughout the year and not leaving the high peaks for the last fiscal quarter. Incidentally, it means staying in the mouth of the consumer and the media for a longer time.
Cover image | Apple
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