Another wave of Apple’s insane product releases is coming. It needs to stop

This time of year can be a bit dull if your work written on Apple (or, probably, works for Apple). There is WWDC in early June, which will probably not see the launch of material products, then the rest of summer tends to pass with only the most superficial announcements of the Cupertino Professor Professor. Just as newspapers fill the hottest months with a silly seasonal frivolity, the Apple editorial hall page focuses on baseball hours and executives.

When we have to fall, of course, will change. In the space of six weeks, and due to the space of a single day, we will obtain new iphones, new Apple watches and new iPads, perhaps a pro-update vision and a MacBook powered by an iPhone processor. No matter a large world, it will be incredibly busy. No one will think of journalists?

This dark perspective was mentioned last week, when a report circulated that one of the previously awaited autumn outputs, the M5 MacBook Pro, was postponed to the first half of 2026. I said the first half of 2026, but these laptop computers are not more likely to launch in March or April than in June (even if the latter would not be unprecedented). The chances are that Apple simply moves a component of its overloaded fall program and adds it to its overloaded spring calendar.

As my colleague underlines Jason in this article, spring 2026 now seems to see the launch of iPhone 17th models, new iPad and iPad Air, new MacBook Pros and an external mac monitor. Although some may be announced outside a dedicated spring event (assuming that Apple has one), they are nevertheless likely to regroup around the spring launch window. And it is objectively too many products to be launched in a short period of time when the previous season, a considerably longer season will have an almost zero launch activity.

There are of course coherent reasons for the Apple season launch strategy. The company aims at fall because it aligns perfectly with the purchase period of the holidays and the Black Friday, which suits retailers to move newly obsolete actions. This avoids winter because most people are short of money after Christmas and summer because people are absent and less likely to pay attention to the media (hence the silly season that I mentioned earlier). And that leaves the spring as by default to announce everything that cannot wait for the following fall. There is a logic behind madness.

Apple

But there are certainly problems with this strategy. As I always point out, Apple involuntarily adopts the policy of periodic cicadas, which die of the predators by hiding underground for years at the same time (often a primordial number of years, in order to avoid synchronizing with the shorter life cycles of other species; it is honestly fascinating!) And all emerge at the same time in crushing. To be clear, the cicadas of this analogy represent information on new products, and predators are journalists and customers who try to obtain this information. Apple adopts a strategy that is used successfully in the wild to achieve exactly the opposite of what Apple wants to happen, what is for the wasps of customers to eat the delicious ads of cicada products. Learn cicada, Apple. Learn cicada.

In other words, to leave the field of entomology behind, the problem of launching everything in a single crazy day is that things are lost in the noise. After the main Apple Press events, we often write an article on the important announcements that readers have probably missed, and you would be amazed at what Apple is unable to sneak into its presentations of several hours. Even the titbits that are Explicitly mentioned during the video is likely to fly under the radar because the public has a lot of others to take, and the presenters do not have time to spend time linger.

I imagine that there is something attractive for the Apple public relations team on the delivery of a quick speech with as many products to rush that nothing remains on the screen for a few more minutes: it has this frantic “but wait, there are more!” A quality that implies a supement of innovation and gives no chance of being bored.

As a show, it can be quite intense. (Although curiously, there is generally time for sketches and songs worthy of knitting.) But as an information resource, it is a disaster. And the best alternative would be to organize separate events or send separate press releases, for each new product or a lot of closely allied products. In this way, interested parties could look at the event or read the press release as they wish and digest information as they please. And you would not have Apple Watch fans seated tirelessly via iPad specifications.

It could still become a reality. Apple has many products to launch in the rest of 2025, and more than five months to launch them; Although a Bonanza of the end of summer is unlikely, it could return to the model influenced by the influence of 2020, when three virtual events took place in consecutive months from September to November. (Defying conventional wisdom, the company even launched the AirPods Max in December of the same year.) These should not be enormous shows with special effects and musical numbers, although the launch of iPhone of the centerpiece would probably receive a certain amount of success. They could focus on the details and benefits of the products.

As 2026 takes place, I hope that Apple will adopt a consciously diffuse launch policy. The new pro vision could be retained a few months and launch in January / February, as is its predecessor. The new iPads could be published (probably via the press release) in March, followed by the iPhone 17th at a dedicated press event in April; Mac launches can appear in May or be retained for WWDC. Each product would get its own space and receive appropriate attention from the press and customers. And above all, journalists like me would not have to go crazy twice a year trying to cover everything.

Foundry

Welcome to our weekly chronicle Apple Breakfast, which includes all the Apple news that you missed last week in an overview the size of a bite. We call it apple breakfast because we think it goes very well with a cup of coffee or Monday morning tea, but it’s cool if you also want to read during lunch or dinner hours.

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