Subtle shifts are emerging in Apple’s product planning as the company adjusts to supply-chain limits and rising component costs. A new report points to a stronger push toward premium devices in the coming years.
Apple is set to prioritise the production and shipment of its 3 most premium iPhone models in 2026, while delaying the launch of its standard model, according to a media report published on Friday. The change is linked to a revised marketing strategy and ongoing supply-chain challenges, people familiar with the matter said.
A news agency could not independently verify the report. Apple did not immediately respond to a request for comment outside regular business hours.
According to the report, Apple plans to centre its flagship launch in the second half of 2026 around its first-ever foldable iPhone, along with 2 non-folding models that will feature upgraded cameras and larger displays. The standard iPhone 18, however, is now expected to ship in the first half of 2027.
The strategy is aimed at making better use of resources while driving higher revenue and profits from premium devices. The report added that rising costs of memory chips and materials, along with production risks linked to complex manufacturing processes for the foldable iPhone, also influenced the decision.
“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 was quoted as saying.
The report comes shortly after Apple reported quarterly revenue that exceeded market estimates, supported by strong iPhone demand and a sharp rebound in China. Apple CEO Tim Cook told a news agency that demand for the latest iPhone models was “staggering.”
The planned shift highlights Apple’s growing focus on high-margin devices as it navigates tighter supply conditions and prepares for more advanced product designs.
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