Apple is executing a three-year strategy to overhaul the iPhone's design and functionality, led by hardware chief John Ternus. The roadmap, reported by Bloomberg's Mark Gurman, includes September 2025 launches of the iPhone 17 Pro (featuring a new aluminum "plateau" housing cameras and MagSafe glass) and the ultra-thin iPhone Air. iPhone revenue hit $85.2 billion last quarter, a record for Apple, signaling strong consumer demand.

In September 2026, Apple aims to debut a foldable iPhone mirroring Samsung's Galaxy Z Fold 7, with a 7.7-inch inner display and 5.3-inch outer screen. iOS 27 will reportedly introduce iPadOS-like multitasking features, such as side-by-side apps. Analyst Ming-Chi Kuo predicts the device will use a Touch ID button instead of Face ID and include three cameras.

The 20th-anniversary iPhone (2027) targets a seamless curved glass design with an under-screen front camera. While ambitious, analysts question if Apple can achieve this by 2027. Current reports suggest a "crease-reducing" hinge technology, though no fully flat display is expected.

Apple's iPhone division remains critical to its financial health, with $143.8 billion total quarterly revenue. CEO Tim Cook called recent demand "simply staggering," suggesting these innovations could sustain growth.