Apple moves away from its annual product release strategy: What to expect next

Apple is gradually moving away from its yearly product update cycle, potentially leading to more frequent releases and fewer delays. Additionally, there’s insight into when upcoming products, including Apple Intelligence, will debut.

In a recent edition of Power On, it was noted that Meta’s new headsets suggest Apple may have lost its direction with the Vision Pro.

Historically, Apple has followed an annual schedule for its major product launches. The company usually previews new software in June, followed by iPhone, iPad, and Mac releases in September and October.

This strategy has several advantages. It aligns employees toward a common goal with clear timelines. Investors and analysts also benefit from predictable product launches, which boost sales during the critical holiday quarter. Additionally, having one major event in the fall simplifies marketing and ensures media attention, with the iPhone launch typically happening right after Labor Day in the US.

However, challenges are emerging in this approach. Apple now offers a broader range of products, including multiple iPhones, iPads, Macs, and AirPods, making it difficult to update them all annually. Certain products, like the Apple Watch Ultra or iPhone SE, don’t require frequent updates.

Apple already deviates from its fall schedule at times. For example, new iPads were introduced in May, and updated Macs and the HomePod were released in January 2023. The company has also launched new Macs in June during its Worldwide Developers Conference, like the 15-inch MacBook Air in 2023 and the 13-inch model the year prior.

Moving forward, Apple may adopt a more flexible release strategy, rolling out products when they’re ready, rather than sticking to rigid timelines.

Apple’s functional organization — with hardware, software, and services teams working across product categories — means engineers often work on a variety of devices. For example, the audio team develops not only earbuds but also speakers and acoustics for Macs, Apple Watches, and iPhones.