Apple changes its release schedule

Those who are already familiar with the game know how it works. First, in June, the new software is unveiled. Then, in September, the new iPhones arrive. Then iPad, Macs and other gadgets.

This strategy has been a great success for Apple, but now the seams are starting to show. One of the main problems lies in the number of products the brand launches, which means that annual updates are not viable for everyone.

And it’s not just about the devices: software is also affected. A clear example is Apple Intelligence, which was launched in June alongside iOS 18, but even the new iPhone 16s have not been able to fully explore it, at least officially.

The iPad with the M4 chip has been another victim. The latest version of its operating system, iPadOS 18, released a bug that could turn your iPad into an expensive brick, causing the update to be out of play for two weeks.

Fortunately, Apple has acknowledged the problem and adjusted its release schedule: it no longer waits until autumn for everything. The most recent proof of this was the unveiling of the new generation of iPads in May.

According to Bloomberg, it seems that Apple is ready to take a more pragmatic approach. If a device isn’t ready, it doesn’t launch. At the moment, several launches are planned for late 2024 and 2025. Together with the expected iOS 18 updates, this could inject a further boost to sales.