According to a Nikkei Asia report, Apple is strategically shifting its launch roadmap to focus first on premium iPhones in 2026, pushing back the release of its standard model. The decision, attributed to both marketing strategy and supply chain pressures, was detailed by four sources familiar with the matter.
Instead of a simultaneous launch, Apple now plans to prioritize three high-end models in the latter half of 2026. This lineup is expected to include the company’s inaugural foldable iPhone, alongside two non-folding flagship phones featuring significant camera upgrades and larger displays. Meanwhile, the standard iPhone 18 is reportedly slated for release in the first half of 2027.
The move is seen as a resource-optimization effort. With memory chip and material costs rising, Apple aims to maximize revenue and profit from its most lucrative devices. Additionally, concentrating initial production on fewer models may help mitigate the manufacturing risks associated with the complex new technology required for the foldable device.
An executive at a key iPhone supplier directly informed of the plan told Nikkei Asia, “Supply chain smoothness is one of the key challenges for this year, and the marketing strategy change also played a part in the decision.”
This strategic pivot comes as Apple demonstrates robust iPhone demand. The company recently surpassed Wall Street’s quarterly revenue estimates, with CEO Tim Cook describing demand for the latest handsets as “staggering” and noting a strong rebound in the critical Chinese market. Apple did not immediately respond to a request for comment on the report.
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