Is Apple finally moving beyond the drama of the annual iPhone launch?

When we talk about an iPhone launch, we think of a big event. From the media to the fans, everyone is waiting for this moment. But it seems that Apple’s iPhone launch pattern may change every year! Yes, although it may sound a little strange, some reports indicate that Apple may be rethinking its strategy. But why this change? Let’s have a look.

Is Apple stuck in a loop?

A lot of people think that Apple is stuck in this cycle of releasing a new iPhone every year. And to be honest, I think Apple should change its upgrade cycle. On the other hand, Apple can learn something from another tech giant, Nintendo.

Nintendo does not follow a routine when it comes to product launches. For example, a few months ago, Nintendo suddenly surprised everyone by releasing their new emotion-sensing, sleep-tracking, interactive sound alarm clock called Alarmo. The news went viral! Who would have thought that such a quirky gadget would be associated with health and sleep tracking?

Such surprises can be quite effective for Apple. After all, in today’s consumer tech world, everything follows a routine.

Is the iPhone upgrade cycle changing?

Bloomberg’s Apple reporter Mark Gurman recently wrote a piece that caught everyone’s attention, saying that Apple may be considering moving away from its annual iPhone update cycle. What we’ve seen so far is that new software is shown off at WWDC every June, then iPhones and Macs are released in September or October, and software updates come with them.

This process is so precise that store employees, press, investors, analysts – everyone knows what to expect with the iPhone. But this year is a little different. Apple made a big promise before the iPhone 16-about Apple Intelligence. Consumers hoped that AI would bring new experiences to the iPhone, but the reality is that Apple Intelligence isn’t quite ready.

Why should fans be willing to wait?

Now the question is, would it have been better to delay the release of the iPhone 16 even further when Apple Intelligence was fully ready? There have been many reviews saying that customers should wait. Many have expressed disappointment on social media because they feel there is not much difference between the new iPhone and the previous phone.

In my opinion, true Apple fans are willing to wait when they know that something new is truly in the works. Many Apple products, such as the iPad or some Macs, are not updated every year because they do not need to be.

Software updates are enough, right?

A great example of this is the AirPods Pro 2. Launched in 2022, this product is now getting a software update that will give AirPods Pro 2 a whole new experience. The new Hearing Health feature will turn AirPods Pro 2 into FDA-approved hearing aids. See, the magic of software! It is possible to redesign a product without updating the hardware.

Apple is now using more recycled and renewable materials and trying to reduce its carbon footprint to zero. As a result, software updates are all that is needed to keep devices running for longer.

Apple is no longer dependent on hardware alone, they are also making a lot of money from subscription services – services like Apple TV, Amazon Prime partnership are playing a big role in increasing their revenue. So what is the need to release an iPhone every year?

What lessons can we learn from Nintendo?

Now let’s talk about Nintendo. Nintendo has shown us that there are no rules when it comes to being a giant tech company. The Nintendo Switch console launched in 2017 and is still going strong. This year’s iPhone 10 won’t get the iOS 18 software update.

Nintendo’s president has been direct with customers about what to expect from Nintendo. In May, he tweeted that the successor to the Nintendo Switch is coming this fiscal year. There are no teasers or rumors. Even consumers know by now that something new might be coming, but they can do a lot with the current technology.

Can Apple bring back surprise and delight?

Apple has a company slogan – “Surprise and Delight”. This means surprising customers with unexpected gifts or experiences. Perhaps the same approach can be applied to hardware launches.

Do we really want the iPhone to be released on time every year, or can we wait for the product to be released when it is completely ready?

Will Apple really change its iPhone launch pattern every year for fear of falling stock prices on Wall Street? Or is it time to break this cycle?