Apple has increased its production target for a foldable iPhone to 10 million units [1], [2].
This move signals a major shift in Apple's hardware strategy as it enters the foldable market. By committing to high production volumes and a premium price point, the company is betting that a luxury foldable device will attract significant consumer demand despite the high cost.
Industry reports suggest the device, which some sources refer to as an "iPhone Ultra," may launch in 2026 [2]. The estimated price for the new hardware is $2,500 [1], [2]. This pricing strategy positions the foldable model as a high-end luxury item, far above the standard iPhone lineup.
Apple has historically avoided foldable screens while competitors released multiple generations of the technology. This cautious approach is a known trait of the company's product development cycle. One analyst said that Apple takes its sweet time in adopting a new trend or technology, but when it does, it comes up with one of the best implementations ever [3].
The production target of 10 million units [1], [2] indicates that Apple expects the device to be a primary driver of revenue in the premium segment. The company is focusing on a high-margin approach to offset the increased costs associated with foldable display technology, and complex hinge mechanisms.
While the specific technical specifications remain undisclosed, the scale of the order suggests Apple is preparing for a global rollout. The company is prioritizing a refined user experience over being the first to market with a folding screen.
“Apple has increased its production target for a foldable iPhone to 10 million units”
Apple's entry into the foldable market at a $2,500 price point suggests the company is not targeting the mass market, but rather the ultra-premium segment. By waiting until 2026, Apple aims to avoid the first-generation reliability issues that plagued early foldable devices from other manufacturers, attempting to set a new industry standard for durability and software integration.
