Key Moments
- Apple is reportedly focusing on three premium iPhone models for a 2026 launch, according to Nikkei.
- The lineup is said to include a foldable iPhone and two high-end, non-folding models with upgraded cameras and larger screens.
- Apple plans to delay the standard iPhone 18 to the first half of 2027, freeing up resources for the premium devices.
Apple Emphasizes Premium iPhone Strategy
Apple is reshaping its iPhone strategy. The company will focus on premium devices in its 2026 lineup, Nikkei reports. It will concentrate development and production resources on three high-end models and postpone the rollout of the standard iPhone 18.
According to four people familiar with the plan, Apple wants a more upscale iPhone range. The company is refining its product mix to target the premium segment first.
Foldable and Advanced Non-Folding Models in Focus
Apple plans to launch a foldable iPhone along with two non-folding premium models in the second half of 2026. Meanwhile, the non-folding devices will feature upgraded cameras and larger displays, positioning them at the top of the iPhone lineup.
| Planned Model Type | Key Features (as reported) | Target Timing |
|---|---|---|
| Foldable iPhone | Foldable design | Second half of 2026 |
| Premium non-folding iPhone #1 | Upgraded camera, larger display | Second half of 2026 |
| Premium non-folding iPhone #2 | Upgraded camera, larger display | Second half of 2026 |
| Standard iPhone 18 | Standard model | First half of 2027 |
Standard iPhone 18 Delayed
Apple will delay the standard iPhone 18 to the first half of 2027. This move allows the company to focus production and resources on the premium models first.
Resource Allocation and Cost Pressures
Nikkei notes that Apple is realigning its production to manage costs. Memory chip prices are rising, so prioritizing premium devices helps optimize resources. By staggering the standard iPhone 18 launch, Apple aims to control production and component costs more effectively.
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