Apple Inc. is just weeks away from unveiling what Bloomberg describes as the foundation for a “once-in-a-generation” overhaul of the iPhone lineup. The company is gearing up for a multi-year redesign strategy that begins with the introduction of the iPhone Air this September and culminates in the release of its first foldable model in 2026.
The upcoming launch event will see Apple debut the iPhone Air, a thinner and lighter device that follows the naming strategy of the MacBook Air. While the new model is expected to sacrifice battery life and camera capabilities in exchange for portability, it will mark a bold shift from the design stagnation that has defined the iPhone in recent years. The Air will sit alongside the iPhone 17 lineup, which includes new Pro models with modest design tweaks and a fresh orange color option.
Bloomberg reports that Apple is already laying the groundwork for more radical changes. In 2026, the company plans to release its first foldable iPhone — internally code-named V68 — which will resemble Samsung’s book-style foldables and feature multiple cameras, a new modem chip, and Touch ID support. A curved-glass “iPhone 20” is also slated for 2027, timed to mark the device’s 20th anniversary.
Beyond hardware, Apple is actively exploring artificial intelligence partnerships. According to Bloomberg, the company has been in talks with Google about using its Gemini AI models to power Siri. While Apple continues to develop its own in-house foundation models, management is considering external support as it works to keep pace in the rapidly evolving AI landscape. Discussions with Anthropic and OpenAI are also ongoing.
At the same time, Apple is facing internal challenges. Bloomberg notes that the company has lost six key AI executives to Meta Platforms Inc. in just two months, including Frank Chu, a senior director overseeing AI infrastructure. These departures highlight Apple’s struggles in retaining talent as rivals offer lucrative compensation packages and more aggressive AI initiatives.
On the services front, Apple is making moves to bolster revenue. The company recently raised the price of Apple TV+ from $9.99 to $12.99 per month and rolled out AppleCare One, a new subscription plan covering multiple devices. Bloomberg reports that a new paid Health+ service, powered by AI coaching features, is also in development.
While incremental updates to the Apple Watch, iPad, and Vision Pro are expected this fall, the iPhone remains the centerpiece of Apple’s strategy. The upcoming redesign cycle, coupled with new service offerings and potential AI partnerships, underscores the company’s efforts to maintain its dominance in an industry shifting toward next-generation devices and intelligent software.
