CUPERTINO, California: Apple is reshaping its iPhone launch strategy for 2026, planning to put its most advanced and expensive models first as it grapples with supply-chain pressures and rising component costs, Nikkei Asia reported on January 30.
The U.S. tech giant will prioritize production and shipment of its three highest-end iPhone models next year, while pushing back the release of its standard model, according to the report, which cited four people with knowledge of the matter.
The report could not immediately be verified. Apple did not immediately respond to a request for comment outside regular business hours.
Under the revised plan, Apple will focus on launching its first-ever foldable iPhone alongside two non-folding premium models featuring upgraded cameras and larger displays in the second half of 2026, Nikkei Asia said. The standard iPhone 18, by contrast, is now expected to ship in the first half of 2027.
The shift reflects a strategic decision to concentrate resources on higher-margin devices as the company faces higher memory chip prices and broader materials cost pressures, the report said. It is also intended to reduce manufacturing risks tied to the complex industrial processes required for Apple's inaugural foldable phone.
"Supply chain smoothness is one of the key challenges for this year, and the marketing strategy change also played a part in the decision (to prioritize premium models)," an executive at an iPhone supplier with direct knowledge of the plan told Nikkei Asia.
The report comes as the global technology sector contends with tight supplies of advanced memory chips, as demand from artificial intelligence infrastructure continues to absorb a growing share of production capacity.
Apple's reported strategy adjustment follows a strong quarterly performance. On January 29, the company beat Wall Street expectations for revenue, supported by robust iPhone sales and a notable recovery in China.
Chief Executive Tim Cook told Reuters that demand for Apple's latest handsets was "staggering," underscoring the company's confidence in the continued appeal of its premium devices.
