Apple's Three-Year Plan to 'Reinvent' the iPhone is Underway

Source: MacRumors

Apple’s Three‑Year Plan to “Reinvent” the iPhone

Apple is in the middle of a three‑year plan to redesign the iPhone, as reported by Bloomberg’s Mark Gurman. The roadmap is:

• September 2025: Redesigned iPhone 17 Pro models and an all‑new iPhone Air (✅)
• September 2026: A foldable iPhone
• September 2027: A special 20th‑anniversary iPhone

The plan is a priority for Apple’s leadership, including hardware engineering chief John Ternus, who is widely considered a leading candidate to succeed Tim Cook as CEO.

2025 – iPhone 17 Pro and iPhone Air

The rollout began last September with the iPhone 17 Pro and iPhone 17 Pro Max, featuring a new aluminum “plateau” that houses the three rear cameras and a rear Ceramic Shield glass area for MagSafe charging and accessories. At the same time, Apple introduced the iPhone Air, the thinnest iPhone ever.

2026 – Foldable iPhone

Apple is expected to release its long‑awaited foldable iPhone in September 2026. Like Samsung’s Galaxy Z Fold 7, the device will open like a book, offering a large screen for video, gaming, and multitasking. iOS 27 is anticipated to include fold‑specific features such as side‑by‑side apps and other iPadOS‑like multitasking capabilities.

• Display sizes: 7.7‑inch inner display and 5.3‑inch outer display (source).
• Crease technology: Apple is using a method that “reduces the crease without eliminating it entirely” (Bloomberg).
• Camera & authentication: Analyst Ming‑Chi Kuo expects two rear cameras, one front camera, and a Touch ID power button instead of Face ID.

2027 – 20th‑Anniversary iPhone

The special 20th‑anniversary iPhone is slated for September 2027. Reports suggest a seamless design with a curved glass enclosure and no display cutouts. The front camera would be hidden under the screen, though it remains uncertain whether Apple can achieve this ambitious design by next year.

Financial Context

Apple reported record‑breaking revenue of $143.8 billion last quarter, with iPhone revenue hitting an all‑time high of $85.2 billion.

“iPhone had its best‑ever quarter driven by unprecedented demand, with all‑time records across every geographic segment,” – Tim Cook, Apple CEO (press release).

Cook later described the demand as “simply staggering” and above internal expectations. The upcoming foldable and 20th‑anniversary iPhone models could help sustain this momentum.