The Cupertino company could move to a more dynamic release model, reducing delays and increasing the frequency of updates.
Apple may be ready to change its approach to product updates, gradually abandoning the traditional annual cadence for a more fluid and adaptable one. This move would allow the company to launch new devices when they are actually ready, reducing the pressure of having to meet fixed deadlines every year.
More flexibility
For years, Apple has updated its main products such as iPhone, iPad and Mac in the fall, coinciding with the introduction of new software previewed during the Worldwide Developers Conference of June. However, as the product range has expanded – from AirPods to Apple Watches – maintaining this cadence across all devices has become increasingly complicated. Some products, like the iPhone SE or Apple Watch Ultra, don’t require annual updates.
CEO Tim Cook recently indicated that Apple may continue on a more flexible path, as shown by the staggered launch of the Apple AI Intelligence platformwaiting with the next iOS updates. This staggered release would allow the company to introduce new features and devices more smoothly, without stressing development times.
Continuous innovation
Apple would also plan to launch new devices at the beginning of the year, as MacBook Pro with M4 chip and an updated iMacfollowed by a new-design iPhone SE and updates for iPad Air in the first half of 2025, as well as other products not yet announced but which will have to be included in the launch calendar, such as the much talked about AR glasses.
This new approach doesn’t necessarily mean that the devices will be launched with more delayed times: iPhones could in fact be released with a less predictable cadence, but in some cases Apple could decide to accelerate launches, surprising users accustomed to the traditional autumn release. They remain anyway words by Tim Cook which, before actually becoming reality, will have to be confirmed by the choices that Apple will make for the announcements related to the new products arriving, which perhaps we will have to wait a little longer.
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