You can now expect to hear about new Apple product launches multiple times a year

It looks like Apple is shaking things up with how it releases products. Gone are the days when you could just pencil in September for the next big iPhone reveal and expect a quiet rest of the year. According to a Bloomberg report, Apple seems to be shifting gears and moving toward a more frequent, scattered approach to product launches. And, let’s be honest, that means more tech excitement throughout the year.

For years, Apple has stuck to a routine that’s felt as reliable as your morning coffee. In June, we’d get a sneak peek at what was coming, and then by September and October, the iPhones, iPads, and Macs would arrive, ready to dominate our holiday wish lists. It worked well for a while — employees had a clear target, sales surged at predictable times, and we all got the same fall show like clockwork.

But as Apple’s product lineup has grown, managing everything on a yearly cycle has become like herding cats. We’re talking several iPhones, iPads, Macs, AirPods, and now, with the dawn of Apple’s new AI-powered Apple Intelligence, things are getting even more complex. That’s why we’re now seeing Apple sneak in product releases at other times of the year, and the trend is only growing. It’s clear they’re starting to play fast and loose with the schedule — choosing to release things when they’re actually ready rather than when the calendar says “launch day.” This more flexible approach could be better for both Apple and users, as we’ll get products when they’re fully cooked rather than rushed out of the oven.

And just when you thought Apple couldn’t surprise you anymore, an entire unboxing video of the unreleased M4 MacBook Pro just hit the internet. A Russian YouTube channel, Wylsacom, leaked the first-ever full video of an unreleased Apple product, showcasing the much-anticipated M4 MacBook Pro. As if that wasn’t wild enough, Bloomberg’s Mark Gurman confirmed that the leak looked legitimate.

If that video is any indication, it looks like the M4 MacBook Pro (and probably other goodies like refreshed iPads and Mac minis) will be in our hands soon. Gurman even speculates that November 1 is the day Apple might start shipping these new products. This is right on the heels of the iPhone 16 launch, proving that Apple is fully leaning into spreading its releases out across the calendar.

As Apple’s hardware innovation slows slightly and it focuses more on software updates — like the upcoming Apple Intelligence — it makes less sense to bundle everything into one frantic fall event. For instance, the Apple Watch Ultra didn’t get a massive overhaul this year. Instead, Apple added a sleek new black color option to last year’s model and left it at that. The next full Ultra upgrade isn’t expected until 2025, which shows Apple’s willingness to shift products onto two-year or longer refresh cycles where appropriate.

Not only does this staggered approach allow Apple to focus on bigger upgrades and polish its software, but it also gives customers the chance to digest the new features and products bit by bit. It’s a win-win — Apple gets to innovate at its own pace, and we get a steady stream of exciting new devices to look forward to throughout the year.

If you’re wondering what’s next, here’s what we’re expecting over the coming months (besides the new M4 MacBook Pro, of course):

• New iPads, including a refreshed iPad mini
• More M4 Macs, like a revamped iMac and Mac mini
• The highly anticipated Apple Intelligence, which will add ChatGPT integration to Siri, more personalized notifications, and new AI features for iPhone 16 users
• A revamped iPhone SE and new MacBook Air models in early 2025

And that’s just what’s on the horizon. Apple is still working on updated Mac Studio and Mac Pro models, not to mention whatever else it’s cooking up in its secret labs.

The bottom line? We’re entering a new era where Apple won’t just be a fall event kind of company. With new products dropping multiple times a year, Apple is going to keep us on our toes — and we wouldn’t want it any other way.

Featured image: Apple