Apple (AAPL) is prioritizing manufacturing and shipment of its three highest-end iPhone models for 2026 while delaying the launch of its standard model because of a marketing strategy shift and supply-chain constraints, Nikkei Asia reported, citing four people familiar with the matter.
The company will focus on delivering its first-ever foldable iPhone and two non-folding models with upgraded cameras and larger displays for a flagship launch in the second half of 2026. However, the standard iPhone 18 is now scheduled to ship in the first half of 2027, the report added.
Apple did not immediately respond to a request for comment from Seeking Alpha.
The measures are aimed at optimizing resources and maximizing revenue and profits from premium devices amid the growing cost of memory chips and materials. The move also intends to minimize manufacturing risks tied to the more complex industrial techniques for Apple’s first foldable device, the report noted.
“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 familiar with the plan told the news outlet.
On Thursday, Apple reported fiscal first quarter results that beat analysts’ estimates, driven by record-breaking iPhone sales.