Apple is planning a major shift in its iPhone launch strategy for 2026. The company will prioritize its premium models as demand for high-end devices rises.
According to Nikkei Asia, Apple will release three top-tier iPhones in 2026. This includes its first foldable iPhone, along with two upgraded flagship models featuring larger displays and improved cameras. The standard iPhone 18 launch has been delayed to the first half of 2027.
The change comes amid growing supply-chain challenges, including higher memory prices and complex manufacturing processes. An Apple supplier said that ensuring smooth production is a key concern and influenced the strategy shift. Foldable devices require intricate assembly, making production more difficult and riskier.
Apple’s strategy follows strong quarterly results driven largely by iPhone sales. The company reported iPhone revenue of $85.27 billion for its fiscal first quarter, exceeding analyst expectations of $78.65 billion. Overall revenue rose 16% year-on-year to $143.8 billion, while gross margins reached 48.2%.
CEO Tim Cook highlighted record sales in Greater China, where revenue jumped 38% year-on-year to $25.53 billion. Apple also reported double-digit growth in India and announced plans to open a new store in Mumbai.
Other segments showed mixed results. Revenue from wearables, home, and accessories totaled $11.49 billion, below forecasts. Mac sales were $8.39 billion, slightly under expectations, while iPad revenue rose to $8.6 billion. Apple’s services business posted record revenue of $30.01 billion.
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The reported strategy highlights Apple’s focus on innovation while managing supply and cost pressures. By prioritizing premium devices, the company aims to sustain high profits and continue growth in key global markets.
