Apple Inc. is planning to prioritise the production and sales of its premium iPhone models in 2026, as the company looks to optimise resources amid ongoing supply chain constraints and rising memory chip prices, according to a report by Nikkei on Friday.
Citing people familiar with the matter, the report said Apple will focus on launching three flagship devices during its main product event in the second half of 2026. These include the company’s first foldable iPhone, along with two non-foldable high-end models featuring advanced camera systems and larger displays.
Meanwhile, the standard iPhone 18 model is expected to be pushed to the first half of 2027, marking a notable shift in Apple’s traditional annual launch cycle for its base iPhone lineup.
One of the sources cited by Nikkei noted that supply chain stability remains a key challenge, particularly as component costs—especially memory chips—continue to rise. The source added that Apple’s evolving marketing and product positioning strategy also contributed to the decision to prioritise higher-margin premium devices.
The move suggests Apple is increasingly leaning toward its high-end segment to manage costs, ensure smoother production planning, and maintain profitability amid global manufacturing uncertainties.
