Apple may be preparing a major shake-up of its iPhone portfolio, one that could result in the removal of its most widely sold standard iPhone model as early as next year. The move is part of a broader internal roadmap aimed at restructuring how iPhones are positioned, launched, and sold globally.
According to Bloomberg’s Mark Power On newsletter, Apple is increasingly uncomfortable with relying on a single, crowded annual launch cycle and is instead exploring ways to spread attention and sales more evenly throughout the year.
iPhone 18 launch may get postponed to next year
The standard iPhone has historically been Apple’s volume driver, offering a balance of features and pricing that appeals to the widest audience. However, the report suggests Apple may no longer see this model as essential in its future lineup.
Instead of a traditional base model, Apple could focus more heavily on differentiated devices, including Pro variants and newly defined categories that target specific user segments. This would mark a significant departure from Apple’s long-standing strategy of anchoring each generation around a mainstream model.
New lineup structure and launch timing
Apple is also expected to rethink when iPhones are introduced. Rather than unveiling all models together in September, the company may split launches across multiple windows. Pro models are likely to retain the fall spotlight, while other models could arrive later in the year.
This staggered approach would allow Apple to extend marketing momentum and avoid compressing its entire iPhone story into a single event. It may also help manage supply chains more efficiently across regions.
What replaces the standard iPhone
One possible replacement is the iPhone Air, a thinner and lighter model designed to sit apart from both the Pro lineup and entry-level devices. Apple is reportedly positioning this model as a distinct offering rather than a direct successor to the standard iPhone.
The company’s longer-term roadmap, which already references future generations like the iPhone 18 series, indicates that these changes are part of a multi-year transition rather than a one-off experiment.
Why this matters
Dropping the most popular iPhone model would signal Apple’s confidence in its ability to steer users toward more segmented, purpose-built devices. If executed successfully, the strategy could reshape consumer expectations and redefine what the “default” iPhone looks like in the years ahead.
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