Apple’s iPhone strategy is about to become more complicated than ever. What began as a single, simple product has grown into a sprawling lineup of devices that increasingly overlap in purpose, features, and price. With the expected arrival of the iPhone Fold next year along with iPhone 18 Lineup, Apple risks creating the most fragmented iPhone range in its history and that might leave many users confused about which model to buy.
How We Got Here
Apple followed a straightforward approach in the early years. From 2007 to 2013, each September brought one new iPhone. Things shifted in 2014 with the introduction of the iPhone 6 and 6 Plus, and the two-model strategy stuck for a few years.
By 2017, Apple moved to a three-device launch cycle. The iPhone 8, 8 Plus, and iPhone X marked a turning point, and subsequent releases like the iPhone 11 series continued that pattern. Then came 2020 and the iPhone 12 lineup, which expanded to four models for the first time. Apple continued that approach through the iPhone 14 generation, tweaking screen sizes and features but keeping a predictable structure.
The first major shake-up came in 2023 with the iPhone 17 series. Alongside the standard, Pro, and Pro Max models, Apple introduced the iPhone Air which is a lighter, design-focused option that sacrificed some performance for a sleeker form factor. Buyers suddenly had to choose not just based on price or size, but also on priorities like camera quality versus design.
The 2027 iPhone Lineup Looks Even More Crowded
If reports hold, Apple will push that complexity even further next year. The company is expected to stagger launches, with the base iPhone 18 and a cheaper 18e model arriving earlier in the year, followed by a full lineup in the fall:
iPhone 18
iPhone 18 Pro
iPhone 18 Pro Max
iPhone Air (minor update)
iPhone Fold
That five-device spread could mark a new era for Apple, but it also risks overwhelming buyers. Each phone will appeal to a slightly different audience, making the choice far less straightforward than before.
Why the iPhone Fold Could Make Things Messier
In a perfect scenario, the iPhone Fold would be Apple’s undisputed flagship: a foldable phone with the same specs and camera power as the Pro Max. But that’s far from guaranteed.
Ben Lovejoy from 9to5Mac suggests Apple might compromise in several areas:
Feature trade-offs: As seen with the iPhone Air, Apple is willing to make buyers pick between design and performance. Cost limitations: Foldable hardware is expensive, and Apple may cut camera quality to keep the price manageable. Weight concerns: A Pro Max–level camera setup would add bulk to an already heavy foldable design.
If that happens, Apple could end up with three distinct “premium” devices:
iPhone Air for those who want the thinnest and lightest option.
for those who want the thinnest and lightest option. iPhone Fold for fans of cutting-edge form factors and large displays.
for fans of cutting-edge form factors and large displays. iPhone 18 Pro Max for users who prioritize top-tier cameras and performance.
Why This Matters
Choice is usually good, but too much choice can backfire. Apple built its brand on simplicity: one phone that “just works.” The growing lineup threatens that clarity and could frustrate buyers trying to match a phone to their needs.
If Apple splits its best features across multiple devices, many users will be forced into compromises they never had to consider before. Do you pick design over performance? Portability over screen size? Innovation over camera quality? These are questions Apple customers didn’t face a decade ago.
The next generation of iPhones might push the boundaries of hardware design, but it could also force you to choose between features that should ideally come together in one device.