According to new research from Omdia, Apple will rebrand its product cycle with a biannual launch strategy, debuting its premium devices in the fall and its lower-cost models early in the following year.

The shake-up would see the iPhone 18 Pro, Pro Max and the first foldable iPhone release in September 2026, while the iPhone 18e and iPhone 18 models arrive in the first half of 2027.

Later in 2027, the next iPhone Air, a second-generation foldable iPhone, and the iPhone 20 Pro and Pro Max would supposedly launch to celebrate the iPhone’s 20th anniversary.

Speaking at a conference in Seoul, Omdia’s chief researcher Heo Moo-yeol, said the jump to iPhone 20 aims to “revitalize the iPhone lineup and mark a new era” for Apple’s flagship device.

The company previously made a similar leap in 2017, when it skipped the iPhone 9 and introduced the iPhone X to celebrate the product’s 10th anniversary.

The iPhone 20 series is rumored to bring some big changes to the lineup, including a bezeless, cutout-free glass display, with its front-facing camera and sensors being embedded under the screen.

The supposed name change also aligns with Apple’s efforts to spread device launches more evenly throughout the year, reducing the traditional Fall sales spike and maintaining steady demand across quarters.

Omdia claimed that Apple will temporarily reduce iPhone panel orders by around 20 million units in 2026, as no standard iPhone 18 is expected that year.

The company reportedly expects the shortfall to be balanced by strong interest in its foldable iPhone lineup, which could release in 2026.