Apple plans to prioritise production and shipment of its top-tier iPhone models in 2026 while postponing the launch of its standard model. This comes as part of a shift in marketing strategy and due to supply chain challenges, Nikkei Asia reports, citing sources familiar with the matter.
The company is expected to centre its second-half 2026 lineup on three premium devices, including Apple’s first foldable iPhone and two high-end non-folding models featuring improved cameras and larger displays. Meanwhile, the standard iPhone 18 is now reportedly scheduled for release in the first half of 2027.
According to the report, the strategy aims to maximise revenue and margins from higher-priced devices while managing production risks linked to the complex manufacturing processes required for a foldable phone. Rising costs for memory chips and other materials have also influenced the decision.
A senior executive at an Apple supplier told Nikkei Asia that ensuring smooth supply chains remains a major challenge this year, while changes in marketing strategy also contributed to the focus on premium models.
The report follows Apple’s latest quarterly results, which exceeded Wall Street expectations thanks to strong iPhone sales and a rebound in demand in China, with CEO Tim Cook describing demand for the newest models as «staggering.»
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