Apple is ditching its existing launch calendar to put everything on one card: the ultra-premium segment. According to the latest reports from Nikkei Asia, the Cupertino giant has decided to delay the release of the base iPhone 18 until 2027, prioritising the development of its first foldable device and two advanced Pro models. This is not just a logistical adjustment, but a fundamental shift in strategy to protect profitability in the face of rising component costs.
The decision comes at a time when supply chains are facing drastic price increases for memory chips. By focusing resources on the highest-margin models, Tim Cook is pursuing a proven revenue optimisation scenario. The foldable iPhone, which has been in development for years, is set to become a new status symbol and technological manifesto for the brand, justifying a price tag that is likely to significantly exceed current flagship thresholds.
For investors and business partners, the move signals that Apple is no longer chasing volumes in the entry-level segment and is beginning an aggressive fight for the most profitable fraction of the market. Delaying the standard model allows the company to minimise production risks associated with the complex engineering of foldable screens. Apple’s engineers have to solve problems with hinge durability and die bend visibility, which, with a limited supply of components, could cripple the simultaneous production of cheaper devices.
Despite Wall Street reacting positively to quarterly results and ‘staggering’ demand in China, Apple knows that user loyalty in the premium segment is their strongest currency. The postponement of the iPhone 18’s launch to the first half of 2027 suggests that the model could be positioned as the next-generation ‘entry-level’ device, while 2026 will belong solely to innovation and top selling prices. In a world where manufacturing costs are rising, Apple is taking the luxury route rather than compromising.
