According to media reports citing four people familiar with the matter on Friday, due to marketing strategy adjustments and supply chain constraints, Apple will prioritize the production and shipment of three high-end iPhone models in 2026, while delaying the launch of the standard model. Reuters has not yet verified the content of the report, and Apple did not immediately respond to Reuters' request for comment during unusual working hours.
According to reports, the American technology giant will focus on the release of flagship models in the second half of 2026, focusing on the delivery of its first foldable screen iPhone, as well as two non-folding high-end models equipped with upgraded cameras and larger displays; while the shipment time of the standard iPhone 18 is tentatively adjusted to the first half of 2027.
It is reported that on the one hand, this move is to optimize resource allocation and maximize the revenue and profits brought by high-end equipment in the context of rising costs of memory chips and various raw materials; on the other hand, it is also to reduce the mass production risks of the first folding screen device due to the more complex production process.
An iPhone supplier executive with direct knowledge of the plan told Nikkei Asia: "The smooth operation of the supply chain is one of the core challenges this year, and the adjustment of marketing strategy has also played a role in the decision to prioritize high-end models this time."
Apple reported earnings on Thursday, with quarterly revenue exceeding Wall Street expectations thanks to strong iPhone demand and a sharp recovery in the Chinese market. Apple Chief Executive Tim Cook told Reuters that demand for the latest iPhones is "extremely hot."