In a note to clients — as noted by CNBC ( — JPMorgan analysts predict that Apple could change its iPhone release strategy to launch new devices twice a year starting in 2021.

Since 2011, Apple has released major new iPhones in September and October. The quarter ending in December is Apple’s largest of the year.

The shift would give the company increased flexibility to change its products and compete with other device makers that launch new phones throughout the year, J.P. Morgan analysts feel.