Apple to Focus on Premium iPhone Models in 2026 Amid Supply Chain Constraints Brought About by Memory Crisis

Apple is expected to put its most expensive iPhones at the centre of its 2026 line-up, while holding back the standard iPhone 18 until 2027, according to Nikkei Asia. The report said the shift links to a new marketing approach and supply-chain limits, and cited four people familiar with the planning.

The outlet said Apple is prioritising three premium iPhone models for the second half of 2026. These include Apple’s first foldable iPhone and two regular models that feature larger screens and improved cameras. By contrast, the standard iPhone 18 is now planned for release in the first half of 2027.

Apple iPhone 2026 strategy and supply-chain focus

Nikkei Asia reported that Apple wants to manage rising memory chip and materials costs while protecting profits from the higher-priced devices. The company also aims to cut manufacturing risks linked to the advanced techniques needed for the foldable iPhone, which is described as Apple’s first device of that type.

An executive at an iPhone supplier, who was reported to have direct knowledge of the plan, highlighted both logistics and marketing factors. The executive told Nikkei Asia: "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 iPhone 2026 launch timing and model lineup

The expected timing for the models is set out below, based on the Nikkei Asia account:

Reuters said it could not immediately confirm the Nikkei Asia story. Apple did not reply to Reuters’ request for comment outside usual business hours. Separately, Apple has forecast strong sales growth as iPhone demand in Asia improves, following a sharp rebound in China.

On Thursday, Apple reported quarterly revenue above Wall Street expectations, supported mainly by higher iPhone sales. CEO Tim Cook told Reuters that demand for the latest iPhones was "staggering." A separate report said Apple CEO Tim Cook Says This Is the Most Popular Apple Intelligence Feature.