January 30 (Reuters) – Apple is prioritizing production and shipping of its three highest-end iPhone models by 2026, while delaying the launch of its standard model due to a change in marketing strategy and supply chain constraints, Nikkei Asia reported on Friday, citing four people with knowledge of the matter.

Reuters could not immediately verify the report. Apple did not immediately respond to a Reuters request for comment outside regular business hours.

The US tech giant will focus on delivering its first foldable iPhone and two non-folding models with upgraded cameras and larger screens for a flagship launch in the second half of 2026, while the standard iPhone 18 is expected to ship in the first half of 2027, according to the report.

The move aims to optimize resources and maximize revenue and profits for premium devices amid the rising cost of memory chips and materials, and minimize production risks linked to more complex industrial techniques for Apple’s first foldable device, the report said.

“The smoothness of the supply chain is one of the key challenges this year, and the change in marketing strategy also played a role in the decision (to prioritize premium models),” an executive at an iPhone supplier with direct knowledge of the plan told Nikkei Asia.

Apple beat Wall Street’s quarterly revenue estimates on Thursday, boosted by strong iPhone demand and a strong rebound in China, with Chief Executive Tim Cook telling Reuters that demand for the latest phones was “surprising”.

(Reporting by Bipasha Dey in Bangalore; Editing by ‌Sonia Cheema and Mrigank Dhaniwala)