Apple Inc. is reportedly preparing a less expensive version of its iPhone, which would signal a shift in the company’s strategy, the Wall Street Journal reports.

The newer, cheaper version of the phone could launch later this year, sources told the paper.

The newer phone may have a less expensive body while other parts of the phone could remain the same or be recycled from older models.

An Apple official declined to comment to the Wall Street Journal about the possibility of the new version of the iPhone.

The paper reported that while Apple has offered different styles of iPod music players, the company has sold only one main new iPhone at a time, with different storage capacities, since launching the smartphone in 2007.

MarketWatch.com reports Apple may be at a disadvantage in lower-end emerging markets against arch-rival Samsung, which has a wider array of lower-end phones.