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Apple considers changing iPhone launch cycle in 2026

Apple may be preparing a significant shake-up to its iPhone release strategy, potentially ending a multi-year run that has seen its base-model iPhones dominate global sales charts. According to a new report, the company is considering delaying the launch of the standard iPhone 18 until 2027, skipping a typical release in 2026 as it prioritises premium devices.

For several consecutive years, Apple’s base iPhone models have ranked as the world’s best-selling smartphones. Counterpoint Research data shows the iPhone 14 led global sales in 2023, followed by the iPhone 15 in 2024 and the iPhone 16 in 2025. However, this streak could face disruption if Apple revises its launch cycle.

Premium iPhones to Take Centre Stage in 2026

Citing four people familiar with the matter, a Nikkei Asia report said Apple plans to focus on high-end iPhone launches in the second half of 2026. These are expected to include two Pro models and Apple’s first-ever foldable iPhone. The standard iPhone 18, meanwhile, may be scheduled for shipment in the first half of 2027.

The shift is reportedly linked to a global shortage and rising prices of memory chips and other key components, which have put pressure on smartphone and laptop manufacturers worldwide. By prioritising premium models, Apple is said to be aiming to optimise limited resources while maximising revenue and profit margins.

Supply Chain Pressures Drive Strategy Shift

Apple has so far managed to shield consumers from rising component costs, largely due to long-term supply agreements for iPhone parts. While rivals such as Xiaomi have openly acknowledged cost increases and adjusted pricing, Apple refrained from raising iPhone prices last year. However, the report suggests that surging memory prices are now beginning to affect even Apple’s tightly managed supply chain.

Several smartphone makers, including Xiaomi, Oppo, Vivo and Transsion, have already reduced shipment forecasts for the year, highlighting broader industry challenges. For Apple, the situation is further complicated by preparations to mass-produce its first foldable iPhone, which reportedly requires more advanced manufacturing techniques, new materials and longer quality-testing cycles.

“Supply chain stability is one of the key challenges this year, and marketing strategy changes also played a role in the decision to prioritise premium models,” an executive at an iPhone supplier was quoted as saying.

By delaying standard models and spacing out launches, Apple is expected to gain greater flexibility in managing component supplies, while also creating a clearer and more focused marketing roadmap, the report added.