In recent times, those of you who have been a little attentive to Apple’s movements may have noticed that the Cupertino-based company has adopted a more flexible approach to its launch strategy, leaving aside the traditional dates that during years have marked their hardware and software calendar.

The new trend reflects the different direction that the Californian company could be following, presenting the products when they are readyleaving aside the predictable and strict annual dates in which Apple has been framed for so long.

Apple changes its launch strategy

This evolution in the strategy of the guys at Tim Cook, above all, has been reflected in the latest products. A clear example was the arrival of iOS 18 and macOS Sequoia, which surprisingly, arrived on devices at the same time. Of course, they did it without any technology Apple IntelligenceApple’s artificial intelligence that was presented at WWDC in June as the spearhead of new software versions.

Apple had generated high expectations around Apple Intelligence, especially for the new iPhone 16, but its integration has been postponed until October, when it is expected to arrive with the iOS 18.1 update. In fact, Apple has promised that new Apple Intelligence features will be added progressively throughout versions iOS 18.2, iOS 18.3 and iOS 18.4, meaning that all announced features will not be available until well into 2025. In fact, in Spain, we will not have these characteristics until mid-2025.

This approach of releasing major software updates in a phased manner is not entirely new for Apple. However, the level of transparency it has shown on this occasion, announcing in advance a gradual rollout, does make a difference. The company appears to be taking a more flexible stance, focused on product quality and in ensuring that everything works perfectly before its official launch.

Apple advanced macOS Sequoia

Apple could be moving away from its traditional annual launches at key events like WWDC or the September iPhone event. Judging by recent times, the company is opting for a more flexible and staggered approach to introducing new products. This change responds to an increasingly complex catalog and the need to perfect both hardware and software before launch. This year, Apple had to withdraw iPadOS 18 for the new iPad Pro with M4 chip, in addition to beta versions of watchOS 11.1 and HomePod software 18.1, due to technical problems.

macOS Sequoia Split Screen

Although the iPhone will follow its annual renewal cycle, other products, such as the Apple Watch SE and Apple Watch Ultra, could have less frequent releases. Looking ahead to 2025, Apple plans to introduce new devices at less predictable times, which would allow for more innovation and perfection in its products, removing the pressure of having to meet fixed datesthus making their next releases generate more expectation.

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