Khaberni - Four informed sources told Nikkei Asia that Apple is prioritizing the production and shipment of its three highest-end iPhone models for 2026, delaying the launch of its standard model due to changes in its marketing strategy and supply chain constraints.
Apple will focus on launching the company's first-ever foldable iPhone and two non-foldable models with enhanced cameras and larger screens at its main annual launch event in the second half of 2026, while the standard iPhone 18 model is now scheduled to ship in the first half of 2027, according to Reuters.
This change aims to rationalize resource use and maximize revenue and profits from higher-specification and higher-priced devices amidst rising memory chip and material costs, and to reduce production risks associated with the more complex industrial technologies used in Apple's first foldable device.
An executive at one of the iPhone supply companies, who is familiar with the plan, told the newspaper: "Supply chain fluidity is one of the major challenges this year, and the change in marketing strategy also played a role in the decision (to prioritize higher-end models)."
Apple surpassed Wall Street's quarterly revenue expectations on Thursday, driven by strong demand for the iPhone and a sharp increase in sales in China, where CEO Tim Cook told Reuters that the demand for the latest phones was "stunning."
