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

[MacRumors]

Apple is in the middle of a three-year plan to "reinvent" the look and feel of the iPhone, according to Bloomberg's Mark Gurman.

In a report this week, Gurman said the plan is as follows:

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

The report said this iPhone roadmap has been a "priority" for Apple's leadership, including hardware engineering chief John Ternus, who is widely considered to be the leading candidate to succeed Tim Cook as Apple's CEO in the future.

The plan began last September with the iPhone 17 Pro and iPhone 17 Pro Max, which ushered in a new aluminum design with a so-called "plateau" housing the three rear cameras and a rear Ceramic Shield glass area for MagSafe charging and accessories. At the same time, Apple released the iPhone Air, which is the thinnest iPhone ever.

This year, Apple is expected to release its long-awaited foldable iPhone.

Like Samsung's Galaxy Z Fold 7, the foldable iPhone will reportedly open up like a book, providing users with a large screen for watching videos, playing games, and multitasking. iOS 27 is expected to have some changes that are exclusive to the foldable iPhone, including side-by-side apps and other iPadOS-like multitasking functionality.

Late last year, a report said the foldable iPhone will be equipped with a 7.7-inch inner display, and a 5.3-inch outer display. It was initially rumored that the device would have a virtually "crease-free" inner display, but it was later reported that Apple is using technology that "reduces the crease without eliminating it entirely."

Apple supply chain analyst Ming-Chi Kuo expects the foldable iPhone to have two rear cameras, one front camera, and a Touch ID power button instead of Face ID.

As for the 20th-anniversary iPhone, previous reports have indicated that the device will have a seamless design, with a curved glass enclosure and no cutouts in the display. To achieve this, the front camera would be located under the screen. However, it remains to be seen if Apple actually achieves such an ambitious design by next year.

Apple reported record-breaking revenue of $143.8 billion last quarter. iPhone revenue in the quarter was $85.2 billion, a new all-time high.

"iPhone had its best-ever quarter driven by unprecedented demand, with all-time records across every geographic segment," said Apple CEO Tim Cook, in Apple's press release earlier this year. He later commented that iPhone demand during the quarter was "simply staggering" and topped Apple's internal expectations. The upcoming foldable iPhone and 20th-anniversary iPhone models could help Apple to sustain this momentum.

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

 

[carrrrrlos]

Here’s to ushering in the fugly iPhone series.

 

[zachz]

Their 2027 reinvention with the 20th-anniversary iPhone can be an iPhone with a camera plateau!

 

[dandyryan]

Feel free to convert the A19s from the unsold iPhone Air 2 stock into MacBook Neos when it inevitably flops again.

 

[bbzzz]

a bit radical but maybe they can get rid of the camera bulge and glass rear so we no longer need to add a case to protect the glass and flatten the bulge. All that space wasted on cases could be used to add something extra, perhaps more battery

 

[mattopotamus]

Not just Apple, but all manufactures have to try something to get people to upgrade. Phones are so powerful and largely hamstrung by software. Outside of those on upgrade plans, are most people upgrading yearly?

 

[datsdatcharlie]

so curious to see what they do for the anniversary iphone

 

[ChrisMac47]

Absolutely NOTHING "re-invented! This is just incremental development. Come on Apple, pull your socks up!

 

[Spinarelo]

I’ve wanted side-by-side apps on my pro max for so long and no dice. Still not compelling enough for me to get a foldable with a 5” outer screen though.

 

[turbineseaplane]

I sure hope the apparent market failure of the Air isn't a sign of things to come on other models.

 

[Lounge vibes 05]

I wonder if, between the introduction of the iPhone Air and the rumored 20th anniversary version, we might finally be done with iPhone numbers.
I sure hope so.
iPhone 21 Pro Max doesn’t exactly have the same ring to it.
If they continue to simply just call the iPhone Air the “new iPhone Air”, the iPhone fold or ultra or duo or whatever doesn’t get numbered and the 20th anniversary edition is just called the “next generation of iPhone Pro” or something like that, the era of numbers might be coming to a close.
Otherwise, they will either have to skip 19 entirely so they don’t introduce the 19 Pro as the 20th anniversary edition, do something extremely stupid like ‘iPhone XX’ or straight up just not called a pro at all, which doesn’t really seem likely to me.

 

[antonrg]

"iPhone had its best-ever quarter driven by unprecedented demand, with all-time records across every geographic segment," said Apple CEO Tim Cook, in Apple's press release earlier this year. He later commented that iPhone demand during the quarter was "simply staggering" and topped Apple's internal expectations.

Translation: we finally gave in and delivered a very good regular iPhone model and that's why we had incredible sales... it's not the Pro, nor the Air, and it won't be the foldable that boosts the sales. It's the regular iPhone that is pulling the weight of their sales at the moment.

 

[spamabyss]

There are no under screen selfie cams that come close to what's offered now. That said, just put everything under screen except for a small hole punch camera and that's close enough.

 

[StuBeck]

a bit radical but maybe they can get rid of the camera bulge and glass rear so we no longer need to add a case to protect the glass and flatten the bulge. All that space wasted on cases could be used to add something extra, perhaps more battery

The ridge was their first step so its unlikely to go away. Adding more battery is something they don't want to do which only makes sense if you consider that battery life going downhill is the reason many of us upgrade, so they don't want to cannibalize future sales.

 

[Zeus2018]

Some details on the foldable and 2027 model are still fluid; the piece could better highlight potential trade-offs (battery life on the Air, production yields on the foldable).

Gurman's reporting provides a credible, technically grounded look at Apple's multi-year effort to reinvent the iPhone's look, feel, and capabilities. If realized, this plan could extend Apple's dominance in premium smartphones well into the late 2020s, provided they can ever get their AI/siri updated. I won't hold my breath considering all the setbacks and misteps

 

[Digital Dude]

Reinvent? I already have the one on the right. 😏

 

[WarmWinterHat]

If liquid glass is any indication....

 

[jimscard]

a bit radical but maybe they can get rid of the camera bulge and glass rear so we no longer need to add a case to protect the glass and flatten the bulge. All that space wasted on cases could be used to add something extra, perhaps more battery

The only ways to remove the plateau is to either shorten the lenses or make the whole phone the same thickness, neither of which is desirable.

Also, the plateau is a key part of the thermal management system.

Cases aren’t for flattening the back. They’re for protecting the device by adding at least a meter of additional drop protection.

I don’t know anyone personally who would ever use a phone - or any expensive portable electronics - without a case on it.

 

[Edsel]

I have Apple insider info!

 

[Le0M]

Give us an iPhone mini without latest tech but that costs around 500 dollars.
Mac Neo is selling like crazy because of its price.

I don't think people don't like small phones. People don't like small phones at a high price!!

 

[jimscard]

There are no under screen selfie cams that come close to what's offered now. That said, just put everything under screen except for a small hole punch camera and that's close enough.

Nothing could be worse than a hole, and it wouldn’t provide any benefits. The Dynamic Island is always going to exist, since it’s part of Live Activities, and until the hardware cutout can be removed, adding a central parking spot, mucking about with it would serve no purpose and just call attention to it.

 

[jimscard]

Give us an iPhone mini without latest tech but that costs around 500 dollars.
Mac Neo is selling like crazy because of its price.

I don't think people don't like small phones. People don't like small phones at a high price!!

People don’t like small phones. The MacBook Neo is selling like crazy because it’s better than everything else at the price point.

An iPhone mini has no reason to be an iPhone. Larger screens are needed to take advantage of smartphone capabilities- which is what drives the desire for even larger screens that fold.

 

[klasma]

Here’s to ushering in the fugly iPhone series.

Maybe we’ll get nice iPhones again in 2037.

 

[jimscard]

I wonder if, between the introduction of the iPhone Air and the rumored 20th anniversary version, we might finally be done with iPhone numbers.
I sure hope so.
iPhone 21 Pro Max doesn’t exactly have the same ring to it.
If they continue to simply just call the iPhone Air the “new iPhone Air”, the iPhone fold or ultra or duo or whatever doesn’t get numbered and the 20th anniversary edition is just called the “next generation of iPhone Pro” or something like that, the era of numbers might be coming to a close.
Otherwise, they will either have to skip 19 entirely so they don’t introduce the 19 Pro as the 20th anniversary edition, do something extremely stupid like ‘iPhone XX’ or straight up just not called a pro at all, which doesn’t really seem likely to me.

I’m hoping the rumors about the 20th anniversary device are wrong. Otherwise, Apple runs a high risk of a year of low phone sales, with only collectors and extreme Applefans buying it to put on a shelf and admire.

Special anniversary edition products tend to not be used, or, if they are used, held onto for an extended period of time, depressing the next year’s sales.

 

[Le0M]

People don’t like small phones. The MacBook Neo is selling like crazy because it’s better than everything else at the price point.

An iPhone mini has no reason to be an iPhone. Larger screens are needed to take advantage of smartphone capabilities- which is what drives the desire for even larger screens that fold.

I strongly disagree.
If you sell me a small iPhone and a large iPhone at similar prices, it's obvious that the bigger one is the best option for the bucks.
Who would pay the same to have less screen and battery? People aren't stupid.