Apple Inc. is set to make a major strategic shift with the launch of its first-ever foldable iPhone in the second half of 2026, alongside two non-folding flagship models featuring upgraded cameras and larger displays, according to a report by Nikkei Asia.
The report said Apple plans to centre its flagship launch around these three premium devices, while pushing the launch of the standard iPhone 18 to the first half of 2027. This marks a notable change in Apple’s usual annual rollout of its base iPhone model.
The move is aimed at optimising resources and maximising revenue and margins from high-end products, as Apple grapples with rising costs of memory chips and raw materials. The strategy is also intended to reduce production risks, particularly given the complex manufacturing processes involved in developing Apple’s first foldable device.
According to the report, Apple is being cautious with scale and execution for the foldable iPhone, which is expected to rely on more advanced industrial techniques compared with existing models. Any supply disruption could have a significant impact on production timelines, prompting Apple to prioritise premium launches where volumes can be better managed.
“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 prioritise premium models,” an executive at an iPhone supplier with direct knowledge of the plans told Nikkei Asia.
The decision underscores Apple’s growing emphasis on the premium segment, as it looks to balance innovation, cost pressures, and manufacturing complexity while preparing for its long-anticipated entry into the foldable smartphone market.
