Apple is preparing for its most significant iPhone transformation in years, setting up a bold three-year cycle of redesigns that begins with the September 2025 launch of the iPhone 17 lineup. According to Bloomberg’s Mark Gurman, this shift marks Apple’s renewed focus on hardware innovation at a time when rivals are doubling down on artificial intelligence features.
The first step in this evolution will be the introduction of the iPhone Air, an ultra-thin device measuring just 5.5 millimeters. Replacing the lackluster iPhone Plus, the Air will integrate Apple’s first in-house cellular modem. However, this sleek profile comes with trade-offs, such as reduced battery capacity and a single rear camera, in contrast to the dual-camera systems in current mid-range models.
In 2026, the spotlight will turn to Apple’s long-anticipated foldable iPhone, codenamed V68. This book-style device will feature four cameras — one on the outer display, one on the inner screen, and two on the rear. Due to design constraints, Touch ID will make a return in place of Face ID, and the physical SIM tray will be dropped entirely in favor of eSIM support. At around 9.5 millimeters when closed, the foldable promises to reshape Apple’s smartphone design language.
The cycle will culminate in 2027 with the 20th-anniversary iPhone, featuring curved glass edges that break from the flat-sided aesthetic Apple has favored since 2020. This milestone model will debut alongside a new Liquid Glass interface across iOS and other platforms, signaling a seamless hardware-software integration. With competitors like Google gaining ground with AI-powered Pixel devices, Apple’s redesign gamble reflects its confidence that bold, tactile innovation can still win in an increasingly software-driven market.
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