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Apple’s upcoming iPhone strategy signals a major design shift

Apple is set to launch a slimmer iPhone Air next month, with a foldable model expected in 2026 and a curved-glass 20th anniversary device planned for 2027.

Apple is reportedly preparing to unveil a slimmer iPhone Air next month, signalling a break from the minor design tweaks and incremental updates that have defined recent iPhone launches. According to Bloomberg’s Mark Gurman, who shared details in his latest newsletter over the weekend, this release marks the start of a bold three-year plan to overhaul the iPhone’s hardware.

The iPhone Air is expected to feature a noticeably thinner frame, offering customers a fresh alternative to the company’s traditional models. However, the sleeker design may come with trade-offs, including a higher price tag and potentially shorter battery life.

This shift comes as Apple aims to refresh consumer interest in its flagship device, which has maintained a largely consistent look for years. While the main iPhone 17 lineup, expected this autumn, is not anticipated to include major design changes beyond a new Pixel-inspired camera bar, the introduction of the iPhone Air could bring a welcome sense of novelty to the range.

Apple plans a foldable iPhone for 2026

Looking further ahead, Apple’s strategy includes the release of its first foldable iPhone in 2026. The book-style folding device has been the subject of speculation for months. It would represent Apple’s first entry into the foldable smartphone market, which rivals such as Samsung have dominated for years.

Reports suggest Apple is prioritising durability and functionality in the design process, seeking to deliver a premium product rather than rushing to compete. By spacing out these significant hardware updates, the company is taking a measured approach to innovation, ensuring its devices stand out in an increasingly competitive market.

20th anniversary model to feature curved glass

Apple’s ambitious plans do not stop there. In 2027, the company is expected to celebrate the iPhone’s 20th anniversary with a striking new model featuring curved glass wrapping around the entire device. The design is said to include ultra-thin bezels, creating a seamless, futuristic look that would be a first for Apple.

This anniversary edition is set to coincide with major updates to iOS, integrating the new Liquid Glass design system. The move reflects Apple’s intention to create hardware and software that feel more cohesive than ever before.

With these bold plans, Apple seems determined to regain its reputation as a leader in smartphone design innovation. The upcoming iPhone Air launch next month will be the first indication of how well this strategy resonates with consumers.

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