within apple, all work, across all work groups, has only two priorities.
- Apple Intelligence improvement and integration
- successful iPhone Fold launch
there are no other priorities.
to assist these two priorities, apple will continue with Liquid Glass improvement; and, iOS touchscreen work flow to mimic what you can do on macOS and more recently improved iPadOS.
this month's iOS 26 and iPhone Air launches were the critical projects to get out the door in 2025
2026 launches will see these developments perfected.
a case could be made for a third priority: successfully managing a clearly bifurcated iOS device marketing and pricing strategy, where Pro devices (including iPhone Fold) are launched in September 2026; and every-day-user level iOS devices are launched March-ish 2027.
go AAPL.