Apple is pressing ahead as planned with a design overhaul of next year’s iPhone Pro models, a report said.

On Aug. 11, IT outlet 9to5Mac reported that Bloomberg said Apple is keeping its new design plan aimed at the 20th anniversary of the iPhone’s launch.

The key is a shift in appearance that puts glass front and centre. Bloomberg predicted Apple will apply a new exterior that emphasises a glass texture to next year’s iPhone Pro models. The devices are internally called V73 and V74. The structure uses glass on the front and back and extends it into curved sides, with a metal band in the middle.

The report runs directly counter to claims on the same day that the design had been scrapped. Earlier, Jefferies analyst Edison Lee (에디슨 리) claimed, citing supply chain checks, that an all-glass iPhone plan for the 20th anniversary had been cancelled due to production yield problems. Lee called it a "major setback" and said it could also weigh on Apple’s strategy to release a more expensive iPhone at a time when memory costs are rising. He added that if the cancellation becomes reality, it could also limit Apple’s ability to lift the Pro models’ average selling price and margins.

Jefferies lowered its investment rating on Apple and cut its target price to $263.66 from $285.56. It had already reduced the target price once on July 31, to $308.92, reflecting Apple’s fiscal 2026 third-quarter results and fourth-quarter guidance.

Bloomberg, however, said Apple’s product roadmap has not changed. It acknowledged that the project has undergone some changes from its original concept, but said the redesign work centred on next year’s Pro models is continuing.

The question is how much of the glass-centric design Apple can deliver in mass production. Based on what has been reported so far, it may be closer to a form that combines glass on the front and back and curved sides with a central metal frame, rather than the fully integrated all-glass front the market initially expected. Even if the design direction is adjusted in part, it is seen as an effort to preserve a visual change that could symbolise a 20th anniversary iPhone.

Market attention is split into two main areas. One is how far supply chain yield issues may change the actual product specifications. The other is how Apple will link the new design to a premium pricing policy. The issues Lee raised about average selling prices and profitability are expected to be decided again in next year’s Pro lineup composition and pricing strategy.

Apple has not issued an official position on the design. The actual form of next year’s Pro models will have to be watched until the product announcement. Still, taken together, the conflicting views point to Apple keeping its internal roadmap while continuing to adjust the details of how it will be implemented.