Android makers are considering adopting Apple’s split launch strategy, releasing premium and standard models in separate windows rather than simultaneously, according to the leaker known as “Digital Chat Station.”
The leaker made the claim in a new Weibo post this week, saying “the Android camp could repeat this style of play” with the Pro series and standard models launching separately in a bid to “comprehensively compete” with Apple. The leaker described it as a move to “fully evaluate” Apple, suggesting the motivation is competitive rather than logistical.
The same article reiterated earlier predictions regarding Apple’s plans. Starting this year, Apple is expected to break from its long-standing September release cycle by splitting the iPhone 18 lineup into two windows: the iPhone 18 Pro, iPhone 18 Pro Max, and the first foldable iPhone are expected to launch in fall 2026, while the standard iPhone 18, iPhone 18e, and a second-generation iPhone Air are expected in spring 2027.
Digital Chat Station attributed the delay in part to supply pressure on memory and 2nm chip production, which is an explanation consistent with Nikkei AsiaThe corroborating report from January, which also cited a deliberate business motive to maximize revenue from high-end models before cheaper alternatives arrived.
Supply chain analyst Ming-Chi Kuo and The information also supported the split launch rumor. Kuo presented the strategy as a way to avoid “diluted marketing efforts” as Apple’s lineup expands to six devices and to fill the “marketing gap” created by Chinese Android brands that typically launch their flagships in the first half of the year, a window that Apple has historically ceded entirely to Android.
If Android brands adopt the same release plan, it would mark a notable change from current practices. Samsung, Apple’s most direct competitor, launches its flagship Galaxy S family, standard, Plus and Ultra, simultaneously in February or March, then launches foldables at a separate mid-year event in July. All levels of the S series come together, and there is no equivalent to deliberately holding back the base model.
Xiaomi regularly launches flagship models in China several months before a global rollout, and its Ultra-tier models often arrive weeks or months after the standard and Pro variants of the same generation. Oppo and Vivo also shift Ultra devices from their base flagships, but in each case the distribution is led by entry-level models debuting first, followed by high-end devices.
If Android makers adopt Apple’s new plan, it would largely represent a reversal of the current approach, with high-end models leading the way and standard devices following months later.
