Key Highlights:
- Apple is prioritising margins and supply-chain stability over volume.
- Apple plans to delay the standard iPhone 18 to 2027, according to supply chain sources.
- Premium iPhones, including Apple’s first foldable model, will launch first in 2026.
- Rising memory chip costs and production complexity are driving the shift.
Apple is reshaping its iPhone launch strategy. According to a report by Nikkei Asia, the company will not launch the standard iPhone 18 in 2026. Instead, Apple will prioritise its most expensive iPhone models, including its first-ever foldable device.
The move signals a clear shift in Apple’s product planning. It highlights how rising component costs and supply-chain risks are influencing even the world’s most valuable tech company.
Why Apple is delaying the standard iPhone 18
The report says Apple is facing a global memory chip crunch. Costs for DRAM and NAND flash have risen sharply. These components are essential for iPhones.
At the same time, Apple is preparing for a more complex production cycle. Its first foldable iPhone requires new manufacturing processes and tighter quality control. By delaying the standard iPhone 18, Apple can redirect components and factory capacity to higher-margin models.
An iPhone supplier told Nikkei Asia that supply-chain smoothness is a key challenge this year. A change in marketing strategy also influenced the decision.
Which iPhones will launch in 2026 instead
Apple plans to ship three premium iPhones in the second half of 2026. This lineup will include two non-folding models with upgraded cameras and larger displays. It will also include Apple’s first foldable iPhone.
The standard iPhone 18 will now ship in the first half of 2027. This staggered launch reduces production risk and allows Apple to focus on devices that deliver higher profits.
How rising costs are reshaping Apple’s strategy
Memory chips are becoming more expensive. So are materials used in advanced displays and camera systems. Apple is responding by concentrating on premium devices that can absorb these costs without hurting margins.
This approach also helps Apple avoid shortages during a complex launch year. Foldable devices demand higher precision and lower defect tolerance. Any disruption could delay shipments at scale.
What this means for Apple and consumers
Apple recently beat Wall Street revenue estimates. Strong iPhone demand and a rebound in China played a major role. CEO Tim Cook told Reuters that demand for new iPhones was “staggering.”
For consumers, the delay means waiting longer for the standard iPhone 18. For Apple, it reflects a clear bet on premium hardware, higher margins, and controlled risk in 2026.
