Jan 30 (Reuters) – Apple is prioritizing production and shipping of its three high-end iPhone models by 2026, while delaying the launch of its standard model due to “a change in marketing strategy and supply chain constraints,” Nikkei Asia reported on Friday, citing “four people with knowledge of the matter.”
Reuters could not immediately verify the report. Apple did not immediately respond to a Reuters request for comment outside normal business hours.
The American tech giant will focus on delivering its first foldable iPhone and two non-foldable models with improved cameras and larger displays for a flagship launch in the second half of 2026, while the standard iPhone 18 is now scheduled to ship in the first half of 2027, according to the report.
The move aims to optimize resources and maximize revenue and profits from premium devices amid the rising cost of memory chips and materials, and minimize production risks linked to more complex industrial techniques for Apple’s first foldable device, according to the report.
“Supply chain fluidity is one of the key challenges for this year, and the change in marketing strategy also played a role in the decision (to prioritize premium models),” an executive at an iPhone supplier with direct knowledge of the plan told Nikkei Asia.
Apple on Thursday beat Wall Street estimates for quarterly revenue, driven by strong demand for the iPhone and a strong rebound in China, and Chief Executive Tim Cook told Reuters that demand for the latest phones was “staggering.”
(Reporting by Bipasha Dey in Bengaluru; Editing by ‌Sonia Cheema and Mrigank Dhaniwala)