iPhones and MacBooks: We receive them every year, but that could change soon.
The company is sidelining annual hardware updates.
Apple enthusiasts are eagerly awaiting the new M4 line of computers, which will include MacBooks, Mac Minis, and other devices, following the company's pattern of annual releases. Traditionally, Apple has been quite predictable regarding its launches, with software announcements in June during WWDC, followed by new hardware products. For instance, announcements for the new iPhone have been scheduled for the September event, while MacBooks are usually presented later in the fall.
However, this launch schedule that has been reliable for so long seems to be coming to an end. According to a well-known Apple insider, Mark Gurman, the company has been "gradually moving away" from this strategy of annual releases.
For years, Apple users have adjusted their expectations to a fairly consistent release schedule. Gurman explains that this had several advantages: it provided employees with a deadline to meet, gave investors a sense of what to expect, and allowed Apple’s marketing team to have a conducive space after summer to conduct their campaigns.
However, as Apple diversifies beyond smartphones and computers, additional challenges have arisen. Some products, like certain models of AirPods or Apple Watches, do not require annual hardware updates. Moreover, Apple’s teams have been overloaded, as they must coordinate to meet these scheduled release dates. Gurman notes that Apple’s audio team has to deal with several devices, from Macs and iPhones to Apple Watches and AirPods.
Software updates have also complicated matters, as Apple now manages a range of operating systems that include iOS and visionOS from the Apple Vision Pro. Each time new hardware is announced, they must ensure it is compatible with the software. Unfortunately, the timelines for the launch of both hardware and software do not always align. For example, although Apple has promoted its new iPhone 16 as designed for Apple Intelligence, this technology has yet to be released, even though the iPhone 16 is already in the hands of customers.
Gurman anticipates that the annual iPhone update and the announcement event in September will continue. However, Apple's experiment of moving away from annual announcements for certain products is already underway. In recent years, there have been new Mac launches in January and June, as well as new iPads released in May, a period that does not align with their traditional release calendar.
Despite this, Gurman assures that Apple’s shift in strategy will likely result in "more frequent launches and fewer significant delays." When a product is ready, Apple will plan its launch accordingly, rather than adhering to a pre-established event schedule.
