Zum ersten Mal in der Geschichte könnte das iPhone auf eine "dramatische Neugestaltung in drei aufeinanderfolgenden Jahren" zusteuern.

Apple is planning an unprecedented and thorough overhaul of its iconic product, the iPhone.

According to a Bloomberg report on Sunday, the tech giant plans to roll out significant design overhauls in the next three years in a row, introducing new form factors such as thinner, foldable, and curved - screen models for the first time in iPhone history.

This series of major changes will kick off in September this year. Apple will then release a brand - new thin model called "iPhone Air", which will replace the existing Plus models.

Then in 2026, Apple will launch its first foldable iPhone, codenamed V68, featuring a book - style design similar to the Samsung Galaxy Fold that can unfold into a small tablet.

In 2027, to mark the 20th anniversary of the iPhone's debut, Apple will release a model with a brand - new curved glass design, completely bidding farewell to the square - edged design that has been in use since 2020.

This three - year plan for major design changes signals that Apple is re - emphasizing the exterior design of its flagship product after years of slow innovation in the iPhone.

iPhone Air Leads the Way This Year

In September this year, Apple will launch the iPhone 17 series, with the most eye - catching being the brand - new iPhone Air, which will replace the iPhone 16 Plus and become a new addition to the product lineup.

This product follows the strategy Apple first adopted when it launched the MacBook Air in 2008 - thinner, lighter, and more market - appealing.

However, the ultra - thin design comes with compromises. The iPhone Air will have a shorter battery life than the standard version, feature only one rear - facing camera, and eliminate the physical SIM card slot. This model will also use Apple's self - developed modem chip for the first time, instead of the more powerful Qualcomm version.

Meanwhile, the iPhone 17, 17 Pro, and 17 Pro Max series to be launched in 2025 will not see revolutionary changes in appearance. The Pro models will update the camera system and the rear industrial design and offer a new orange option, but the overall changes will be relatively mild.

The First Foldable iPhone Arrives in 2026

The real game - changer will come in 2026 - Apple's first foldable iPhone. This device, codenamed V68, features a book - style folding design similar to Samsung's folding phones and can unfold into a small tablet.

The report points out that this will be a crucial step for Apple to enter the emerging market of foldable devices.

According to the details revealed so far, this foldable screen phone will be equipped with four cameras (one front - facing, one on the inner screen, and two rear - facing) and, like the iPhone Air, eliminate the SIM card slot.

In terms of biometric technology, this device will revert to Touch ID fingerprint recognition instead of Face ID facial recognition.

It is reported that Apple's suppliers have already started preparations for this new model. Mass production is planned to start early next year to meet the autumn release. Currently, Apple is testing two color schemes, black and white, with its suppliers.

This device will also be equipped with the C2 modem, Apple's first self - developed cellular chip with performance close to Qualcomm's latest products. Apple has also recently adjusted the screen technology of the foldable iPhone, changing from the originally planned touch sensor to an in - cell touch screen closer to that of existing iPhones to reduce creases and improve touch accuracy.

Curved Glass Design in 2027

In 2027, on the 20th anniversary of the iPhone's launch, Apple will introduce the "iPhone 20" with a curved glass design. This design will completely abandon the straight - edged style that has been in place since 2020 and shift to a design with curved glass edges all around.

This design breakthrough is expected to work well with Apple's planned new "Liquid Glass" interactive interface, bringing users a brand - new visual and tactile experience and setting a new design tone for the next decade of the iPhone.

Breaking the Design Deadlock and Reviving the "Excitement" of the Flagship Product

The fundamental motivation behind Apple's three - year transformation plan is to address the "fatigue" in iPhone design innovation.

In recent years, iPhone updates have mostly focused on internal components such as chips and cameras, and the "wow factor" in exterior design has diminished significantly. Consumers are more likely to buy new phones out of necessity rather than being attracted by new designs.

Some believe that the iPhone's appearance has lost the "wow factor" that once made people willing to queue up to buy it. By continuously launching distinct new designs, Apple aims to break this deadlock, re - ignite consumers' enthusiasm, and prove to the market and investors that the iPhone remains at the core of the innovation engine of the world's most valuable company.

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This article is from the WeChat official account "Wall Street Insights", author: Li Xiaoyin. Republished by 36Kr with permission.