Apple (AAPL.O) plans to focus production and shipments on its three highest-end iPhone models in 2026, while delaying the launch of its standard model, Nikkei Asia reported Friday, citing four sources familiar with the matter. Reuters could not immediately verify the report, and Apple did not respond to a request for comment outside regular business hours.
According to the report, the company will prioritize its first-ever foldable iPhone alongside two non-folding models featuring upgraded cameras and larger displays for a flagship release in the second half of 2026. Meanwhile, the standard iPhone 18 is expected to ship in the first half of 2027.
The strategy is intended to optimize resources and maximize revenue from premium devices amid rising memory chip and material costs, while minimizing production risks associated with Apple’s first foldable iPhone. “Supply chain smoothness is a key challenge this year, and the marketing strategy shift also influenced the decision to prioritize premium models,” an executive at an iPhone supplier told Nikkei Asia.
Apple recently exceeded Wall Street revenue expectations, driven by strong iPhone demand and a sharp rebound in China, with CEO Tim Cook describing sales of the latest handsets as “staggering.”