By CIO Insider Team
 

Apple is focusing on manufacturing and shipping its three premium iPhone models for 2026, while postponing the release of its standard model due to a shift in marketing strategy and supply-chain limitations, according to reports.

The US tech giant will focus on delivering its first-ever foldable iPhone and two non-folding models with upgraded cameras and larger displays for a flagship launch in the second half of 2026, while the standard iPhone 18 is now slated to ship in the first half of 2027, the reports say.

The move is aimed at optimizing resources and maximizing revenue and profits from premium devices amid rising cost of memory chips and materials, and to minimize production risks tied to the more complex industrial techniques for Apple's first foldable device, according to reports.

Reports denote that the 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 prioritize premium models).

Apple on Thursday beat Wall Street estimates for quarterly revenue, driven by strong iPhone demand and a sharp rebound in China, with CEO Tim Cook telling Reuters that demand for the latest handsets was "staggering."

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Despite the shift in focus to premium models, industry analysts believe the delay in the standard iPhone could impact Apple's market share, especially in emerging markets where affordability is crucial.

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However, the company's strategic move to prioritize high-end models aligns with the growing trend towards premiumization in the smartphone market.