Every year Apple holds an event revealing the next generation of iPhones. But have you ever wondered why they stick to such a consistent release schedule compared to other products like the iPad or MacBook? Well, that’s what I’ll explain.
Back when the iPhone was first announced in 2007, the iPod was Apple’s highest selling product. But that quickly changed when the iPhone took the top spot in 2010. This shift was important since a company tends to focus most of their resources on their most profitable products.
Prior to the iPhone, the iPod received annual upgrades. But as its sales were eclipsed by the iPhone, it was upgraded less frequently, with most models eventually being discontinued.
Annual iPhone releases ensure customers have the opportunity to upgrade their devices as often as possible, thereby maximizing the company’s annual profit.
In recent years, Apple has made upgrading more affordable by introducing initiatives like their trade-in program, giving customers a discount on new iPhones when trading in their old models. Their iPhone upgrade program also gives customers access to the latest iPhone model by paying a flat monthly fee throughout the year.
This is in contrast to the carrier subsidy approach in the early days of iPhone. In order to make the devices more affordable back then, carriers would pay a portion of the iPhone’s upfront cost to attract new users to their network. However, the deal required a two-year contract, which meant users would not be able to buy the latest iPhone on an annual basis.
This could be part of the reason why Apple used to release major iPhone updates every two years, with an incremental S-model in between. But, Apple broke from that pattern, making more significant upgrades every year, likely to further entice existing users to upgrade, especially now that two-year contracts are a thing of the past.
But if you think Apple releasing new iPhones every year is excessive, you may want to consider their competition. Companies like Samsung and Huawei continuously release new phones throughout the year, which not only helps boost their sales but also puts pressure on Apple to keep up with the latest Android offerings.
Based on current industry analysis and supply chain information, Apple has a significant year planned for 2026, with updates centered around the iPhone 18 series, the introduction of a foldable iPhone, and the release of iOS 27. But, it looks like we won’t have to wait until September 2026 for the first iPhone update…
The iPhone 17e will replace the 16e as the entry-level, value product and it looks like it will arrive in the spring, a year after the launch of the 16e (which arrived in February 2025).
See also: Here’s why Apple wants your old iPhone
