# Apple’s Most Ambitious iPhone Strategy: What to Anticipate in the Future
Apple has consistently led the way in smartphone advancements, and with every new iPhone launch, the company asserts that it has developed the “best phone ever.” Although often perceived as promotional language, recent leaks and internal communications indicate that Apple’s future iPhone strategy might genuinely meet the expectations. As reported by *Bloomberg*’s Mark Gurman, Apple’s engineering division is preparing for what could become the most groundbreaking iPhone series in the product’s legacy.
In a communication to Apple’s engineering team, John Ternus, Apple’s Senior Vice President of Hardware Engineering, conveyed his enthusiasm for the iPhone’s prospects. Ternus, regarded as a possible successor to present CEO Tim Cook, termed the forthcoming iPhone strategy as the “most ambitious in the product’s legacy.” This communication also underscored the elevation of three key leaders—Richard Dinh, Dave Pakula, and Donny Nordhues—who are anticipated to be instrumental in developing the next wave of iPhones.
So, what precisely does Apple plan for its forthcoming iPhones? Thanks to multiple leaks and insights, we now possess a more defined understanding of the company’s intentions over the next few years.
## iPhone 17: A Significant Advancement
While the iPhone 16 series is projected to offer minor enhancements, the iPhone 17, expected in 2025, is poised to represent a substantial advancement. Reports suggest that the iPhone 17 will incorporate a more integrated camera system featuring three new 48MP lenses, leading to a major upgrade in photography and videography functionalities. Furthermore, the front-facing camera will increase to 24MP, ensuring superior selfies and video calls.
Among the most thrilling speculations about the iPhone 17 is the launch of a new model named the **iPhone 17 Air/Slim**. This device is anticipated to be extremely thin, signaling a shift from the somewhat consistent design aesthetic Apple has embraced in recent years. Although the iPhone 17 Air/Slim may not match the performance of the Pro variants, it is set to provide a more enticing alternative to the standard iPhone 17, targeting consumers who seek a stylish, mid-range device.
## The Strategy Beyond 2025
Looking ahead of 2025, display specialist Ross Young has shared details regarding Apple’s iPhone strategy up to 2027. Young indicates that Apple is focused on integrating some of its high-end functionalities, such as **ProMotion** (which facilitates smoother scrolling and animations) and **Always On Display (AOD)**, into the entry-level iPhone models. In the meantime, the Pro models will persist in evolving, with considerable modifications projected for the display and Face ID features.
### iPhone Pro Models (2025-2027)
– **2025:** The iPhone Pro models will showcase a pill-shaped cutout for the front-facing camera and Face ID sensors, echoing the existing Dynamic Island format.
– **2026:** Apple is likely to unveil **under-panel Face ID** technology, concealing the Face ID sensors beneath the screen, with merely a small aperture for the front camera.
– **2027:** By this stage, Apple aspires to incorporate both **under-panel Face ID** and an **under-panel front camera**, yielding a truly uninterrupted display with no apparent cutouts.
### Standard iPhone Models (2025-2027)
– **2025:** The entry-level iPhone models will adopt the pill-shaped cutout design and will at last feature **Always On Display** and **ProMotion** technology, attributes that have previously been restricted to the Pro variants.
– **2026:** The pill-shaped cutout will persist, but the standard models will continue to enjoy AOD and ProMotion advantages.
– **2027:** Apple intends to introduce **under-panel Face ID** and a minimal aperture for the front camera, aligning the base models closer to the Pro models in design and capability.
## The Future of Foldable Devices: iPhone and iPad
In addition to these thrilling enhancements, Apple is reportedly developing foldable devices. Some analysts predict that Apple might launch a **foldable iPad** and a **foldable iPhone** by the latter part of 2026. While foldable gadgets have been a heated topic in the technology sector for several years, Apple has opted for a more cautious stance, likely awaiting the technology’s maturation before entering the marketplace.
Speculation indicates that Apple’s foldable iPhone could debut during the **iPhone’s 20th anniversary** celebrations in 2027. If accurate, this would represent a notable landmark for the company and could once again transform the smartphone landscape.
## Conclusion: A Daring Future for the iPhone
Apple’s future iPhone strategy is taking shape
