Apple flexes supply chain muscle, boosting foldable iPhone orders.
The tech giant has raised its manufacturing target for its first foldable iPhone to about 10 million units, up from an earlier estimate of roughly 7-8 million, according to reporting by Nikkei Asia. The decision reflects growing confidence in demand and a broader effort to lock down supply in a tight memory chip market.
The company has also reportedly booked components for about 80 million iPhones across new models expected in the second half of 2026, including premium iPhone 18 devices and the foldable model. Some suppliers have been told to prepare for as many as 85 million units in the same period, underscoring the scale of Apple’s push despite industry-wide shortages.
A packed iPhone roadmap
Apple’s roadmap is shaping up to be one of its busiest in years.
Reports indicate at least five new iPhone models are planned across late 2026 and early 2027. This includes the iPhone 18 Pro, iPhone 18 Pro Max, and the first foldable iPhone launching in the traditional Sept. window, followed by additional models such as the standard iPhone 18 and a new iPhone Air in early 2027.
The strategy also appears to stretch Apple’s usual product cycle. Instead of releasing all major models in one fall event, the company is reportedly shifting lower-priced models into spring 2027, extending the commercial life of current-generation devices and focusing attention on premium hardware first.
Foldable iPhone: Premium bet on a new category
The foldable device “iPhone Ultra” is expected to sit at the top of Apple’s lineup. Industry estimates cited in multiple reports suggest a price point starting at around $2,500, with higher-storage variants potentially reaching $3,000.
Technical details remain limited to supply chain reporting, but the device is expected to use a book-style folding design with a large inner display and a smaller cover screen. Early engineering issues around the hinge mechanism are said to have been largely resolved, though large-scale production is still expected to ramp gradually.
Why this move matters
Apple’s expansion comes during a rare period of strain across the smartphone industry. Rivals such as Xiaomi, Oppo, and Vivo have reportedly cut production targets due to shortages of memory and components, while Apple is leveraging its purchasing power to secure supply at scale.
This gives Apple a strategic advantage: it can push multiple premium models while competitors struggle to maintain output. The move also signals a shift toward a more segmented iPhone lineup, where premium and ultra-premium devices carry more weight in driving revenue and attention.
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What it means for buyers and rivals
The next two years could bring a broader and more expensive range of iPhones than usual for consumers. The introduction of a foldable model opens a new category for Apple, but at a steep price point that may limit adoption to early enthusiasts and high-end buyers.
The implications are sharper for the industry. Apple’s ability to secure memory and components at scale could widen the gap between it and Android manufacturers already constrained by supply pressures.
While Apple’s supply strength gives it an edge, the strategy is not without risk. Demand for a $2,500 foldable is still untested at scale, and manufacturing complexity could slow early production.
There is also uncertainty around pricing, as Apple raised prices on Macs and iPads last month in response to rising component costs. Still, Apple’s position as the world’s largest smartphone maker gives it flexibility to absorb shocks that competitors cannot easily manage.
Apple’s plan isn’t just about a new phone design; it’s about controlling the premium smartphone segment amid global supply constraints.
If successful, the foldable iPhone could mark a turning point in the company’s product strategy. If not, it risks becoming an expensive experiment in a market still figuring out whether foldables are truly mainstream.
Also read: Apple Watch redesign rumors point to a new band attachment system in 2027, raising questions about backward compatibility for current bands.