According to the latest report from Nikkei Asia, Apple plans to adjust the pace of iPhone product releases starting this year and adopt a "segmented" launch strategy. This news is mutually confirmed by previous reports from "The Information", Bloomberg, and analyst Ming-Chi Kuo.
The report quoted supply chain sources as saying that Apple will list its first foldable screen iPhone, iPhone 18 Pro, and iPhone 18 Pro Max as key models to be released in the second half of 2026, while the release of the standard iPhone 18 will be postponed to the first half of 2027.
Meanwhile, an updated version of the iPhone 18e is also widely expected to debut in the first half of 2027, although this model is not mentioned in this Nikkei report.
Nikkei also pointed out that Apple is preparing a second-generation iPhone Air, but the product will not debut this year.
Overall, this peak-staggering strategy of "high-end first, standard later" aims to allocate resources more effectively under pressures such as rising supply chain costs and higher memory chip prices, and maximize the revenue-boosting effect of higher-profit high-end models.
A supplier executive told Nikkei that this year "whether the supply chain can maintain smooth operation is one of the key challenges." The adjustment of marketing strategy is also an important factor in prompting Apple to prioritize high-end product lines.
The report also mentioned that the tight supply chain is also related to the gradual tilt of some supplier resources to artificial intelligence giants such as Nvidia, Google, and Amazon, which objectively increases the pressure on Apple in terms of production capacity coordination.
During last week’s earnings call, Apple made a rare public reference to iPhone supply constraints, confirming the uncertainty of the current production capacity and supply environment.
For Apple, this stage coincides with the mass production preparation period for its first folding screen iPhone. The manufacturing process, material selection and quality control of folding screen products are significantly more complicated than traditional straight models. How to reduce mass production risks as much as possible and avoid yield and quality control problems in the early stage of the market is particularly critical for Apple.
The report pointed out that by adjusting the release time, Apple will focus more resources on the folding screen iPhone and iPhone 18 Pro series, which will not only help "protect" technology and manufacturing, but also help lock users and market attention on high-profit models early in the product cycle.
The standard version of iPhone 18 and iPhone 18e will be relatively "moved back" and will be launched to the market after the supply chain is more stable and the technical solutions are mature.
At present, Apple has not publicly confirmed this rumored release strategy adjustment. Its official website and external caliber still follow the traditional "new iPhone in autumn" annual update rhythm.
However, from the continuous revelations by multiple media and analysts to the cross-confirmation by Nikkei, the industry generally believes that the possibility of Apple breaking the previous "concentrated release of the entire series in the same schedule" rhythm and changing to a segmented listing route is significantly increasing.