This week, more details have emerged around Apple’s three year plan for the iPhone. Cupertino set that in motion in September 2025 with a redesigned Pro lineup and the introduction of the all new iPhone Air. Now, attention shifts to what comes next, with a foldable iPhone expected as soon as September and a 20th anniversary model on the horizon for 2027. At the same time, the Mac is building real momentum, with growth accelerating off the back of the MacBook Neo.
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Apple’s three year plan 📆
Apple’s three year plan for the iPhone is shifting it away from the traditional upgrade cycles we saw from 2020 – 2024. The iPhone 12 through 16 series offered steady but incremental change. In a world where AI seems to dominate headlines, Apple is doubling down on its key differentiator: industrial design. Rather than relying on one standout model each year, Apple is building a broader portfolio of iPhones that each serve a clearer purpose. The shift began in 2025 with a refreshed Pro design and the introduction of the iPhone Air.
What stands out is how Apple is more clearly separating roles within the lineup. The standard iPhone anchors the range as the reliable, mass market option. The iPhone 17 currently occupies that slot and has been widely praised for its value proposition. Moving up the lineup the latest Pro models push performance, camera systems, and offer the latest features and design flourishes. Finally the iPhone Air is in its own lane, focusing on form factor and feel.
Looking ahead to 2026 and 2027, the roadmap points to a continued and renewed focus on design and engineering. While not every model will get a complete and major overhaul each year, there will be at least one standout model in each cycle. That approach creates room for bigger moments, like the upcoming foldable and the 20th anniversary iPhone, while keeping the annual cycle stable and predictable for most buyers.
Apple is expected to split this year’s iPhone cycle into two parts. The first centres on the high end, with the iPhone 18 Pro models launching alongside the company’s first foldable. A so called ‘iPhone Ultra’. That pairing makes sense. Both devices have a higher average selling price and Q1 tends to be when the iPhone sees its highest sales volume in the build up to Christmas. But it also creates a clear narrative moment focused on innovation and sets the tone for the year.
Later in the cycle, attention will shift to the more mainstream part of the lineup. The standard iPhone 18 and a second generation iPhone Air are expected to arrive in early 2027, giving those devices their own space rather than being overshadowed by the Pro models. It also helps Apple to contend with the memory shortages facing the entire industry.
As we move into 2027, the 20th anniversary iPhone is shaping up to be a milestone device in the same spirit as the iPhone X. It will mark 20 years since the original iPhone and early whispers suggest Apple is treating it as a moment to rethink the traditional non-folding iPhone form factor more fundamentally. Apple is said to be working towards a more ambitious design, potentially with no visible cut outs in the display and glass that wraps around the edge. It’s likely to take the Pro slit in the lineup and serve as something of a showcase for where the smartphone goes next.
Taken together, the plan feels far more deliberate than in previous years with Apple playing to its strengths with premium, innovative hardware designs. Rather than getting swallowed up in a tech landscape obsessed with loss making AI. In a way the shortcomings of Apple Intelligence have actually helped Apple to focus again on what it does best.
iPhone Fold? Ultra? 🤔
All signs suggest that Apple has settled on a book style design, opening horizontally into a small tablet rather than flipping vertically. Leaks and dummy units point to a noticeably wider outer display, closer in feel to something like a passport than the tall, narrow shape used by Samsung’s Fold line. I think it’s the right call. Apple seems to be prioritising a phone that’s genuinely useful when opened into a tablet. On tall aspect ratio foldable devices, video looks terrible on the inner display. And split screen multi tasking is compromised with two narrow phone apps running side by side.
The inner screen is expected to land around 7.8 inches, about the same size as an iPad mini. The outer display sits closer to 5.5 inches but with a wider aspect ratio. Closed, it behaves like a normal phone albeit with a smaller screen. Open, it becomes a compact productivity canvas with proper side-by-side apps and multitasking. That dual purpose usability is something most current foldable phones still struggle to balance. Some people will feel that the outer display size is too small. But I think it’s fair to point out that the iPhone 6 Plus, 7 Plus and 8 Plus all had 5.5″ displays. Most people didn’t find those phones to be too small. They just a taller, traditional smartphone aspect ratio. The wider aspect ratio of Apple’s foldable will probably feel a bit odd at first. But I think we’ll adapt quickly enough.
A lot of Apple’s engineering effort is going into the hinge and display crease. Reports suggest Apple is working with more advanced hinge materials and mechanisms, aiming for a significantly reduced or near invisible crease. That’s been one of the biggest weak points across the entire foldable category, and Apple has been unwilling to ship until it meets a higher standard. To achieve this Apple is supposedly relying on 3D printing and Liquid Metal, a proprietary, ultra tough alloy that Apple patented years ago.
The device is expected to feature a dual-camera system rather than a full Pro level triple setup. That’s mostly down to how thin the phone is when unfolded. Supposedly just 4.5mm when unfolded. That’s thinner than the iPhone Air at 5.5mm. Not much room for cameras. Internally, however, it’s shaping up to be a high end device with a flagship chip, increased RAM the largest battery ever in an iPhone. There are also suggestions that Touch ID could return via the power button, likely due to space constraints with the folding design. Take that one with a pinch of salt. It’s hard to see Apple going back on Face ID in its most premium, flagship device. But let’s wait and see.
On the software side, Apple is reportedly building foldable specific iOS features, focused on seamless transitions between folded and unfolded states and more capable multitasking. It won’t just open up into iPadOS. This in my view will end up being one of the most important differentiators. Hardware alone won’t define this product. The experience of moving between phone and tablet modes without friction is where Apple can genuinely stand out. And it’ll need to considering the rumoured starting price of £2000/$2000 👀
The Mac is gaining ground 💻
Reports this week suggest the MacBook Neo has got off to a strong start, with demand outpacing Apple’s initial expectations. Just try ordering one for yourself on Apple’s online store. The lead times are typically two weeks or more for most configurations. Apple is said to be dealing with early supply constraints, particularly around key components. Not surprising really considering the memory crisis. It’s pretty clear that the product is landing. The Neo has even struck a cord with Gen Z. Does this officially mean the Mac is cool again!?
What’s interesting is what’s driving that demand. The Neo doesn’t feel like a niche addition. It feels like a reset of the baseline. With Apple silicon now maturing, the company can offer strong performance and battery life at a lower price without obvious compromises. That shifts the perception of what a “default” laptop should be. Instead of the Mac being seen as a premium alternative, the Neo starts to position Apple as a genuinely competitive mainstream option, especially for students and everyday users who previously defaulted to Windows.
If Apple can sustain this level of demand, it puts real pressure on the Windows ecosystem. Not just at the high end, where Macs have already been competitive, but in the volume segment where Windows has traditionally dominated. OEMs like Asus, Dell, Lenovo etc are now forced to compete against a machine that combines premium feeling hardware and tight software integration with aggressive pricing. Put simply, the MacBook Neo is making Windows laptops in this price range look like junk. And to be honest, for the most part, they are. Competition is a beautiful thing.
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