Apple is relying on a new release strategy

Although Apple Intelligence was announced as a central point for iOS 18 at the Worldwide Developers Conference, it is missing from the currently available iOS 18 and macOS Sequoia versions. Gurman highlights that Apple Intelligence will debut in an update to iOS 18.1 in October. Further functions will follow with the updates to iOS 18.2 to iOS 18.4. This means that all features presented in June 2024 will not be available until 2025.

This delay is not new for Apple, as the company has previously introduced some software features in later updates. However, a pattern is emerging, and Gurman suspects that in the future Apple will focus on releasing products when they are ready, rather than on a rigid schedule. The increasing complexity of the product range and software is one of the reasons for this change.

In the recent past, for example, Apple had to withdraw iPadOS 18 after defects appeared on the new M4 iPad Pro models. Beta versions of watchOS 11.1 and HomePod software 18.1 also had to be withdrawn due to significant problems.

While the iPhone is expected to continue to be updated annually, there are signs that Apple is holding back updates on other products. No new version of the Apple Watch SE was released this year (it currently appears to be on a three-year update cycle), and instead of an Apple Watch Ultra, only a new color for the Ultra 2 was released.

Future Macs and iPads planned for 2025 may be released throughout the year and will not be required to appear at specific events such as WWDC or the September event. Gurman had already announced that new MacBook Air, iPad Air and iPhone SE models would launch in early 2025, as well as a Mac Studio in the middle of the year and a Mac Pro later.

According to Gurman, the staggered approach could enable more innovation because there are fewer time constraints. This strategy would also make Apple more unpredictable – a goal the company appears to have set for itself.