Apple plans to introduce at least five new iPhone models between the second half of 2026 and the first half of 2027. The production target for its first foldable iPhone has reportedly been raised significantly from the previously estimated 7–8 million units to around 10 million units.

Apple will adopt a phased launch strategy, creating its most intensive iPhone release schedule in years. In autumn 2026, the company is expected to debut three premium models: the iPhone 18 Pro, iPhone 18 Pro Max, and its first foldable iPhone, targeting the high-end market. The standard iPhone 18, iPhone 18e, and the second-generation iPhone Air will be postponed until spring 2027. This adjustment is intended to align with the initial ramp-up of 2nm chip production, prioritizing supply for higher-margin premium models. Including existing models and upcoming releases, Apple's total iPhone production in 2026 is expected to exceed 220 million units. Apple has already secured enough components from its supply chain to manufacture approximately 80 million new iPhones, including the iPhone 18 Pro, iPhone 18 Pro Max, and the first foldable iPhone.

This product offensive comes as the global storage chip shortage continues. Strong demand for memory chips from AI data centres has driven up component costs across the industry. However, thanks to its massive procurement scale and strong bargaining power, Apple has been relatively less affected.

Several Chinese smartphone manufacturers have lowered their annual production targets, while Apple's purchasing leverage gives it a clear advantage in securing memory chip supplies. According to a senior executive at a supplier serving both Apple and Chinese smartphone manufacturers, Chinese smartphone makers are in a much weaker position than Apple when it comes to obtaining additional memory chip supply or negotiating better pricing.

The market had previously speculated that the foldable iPhone could be delayed until 2027 due to yield issues with its hinge. However, the latest supply chain information indicates that tolerance issues causing noise in the liquid metal hinge have largely been resolved, while display crease control has met Apple's internal mass production standards. Overall engineering validation is now in its final stages.

According to the current schedule, the iPhone Ultra is expected to officially enter mass production in late July, with Foxconn handling manufacturing. However, due to its entirely new structural design, initial production yields are still ramping up. Following its autumn launch, only limited shipments are expected initially, with large-scale deliveries likely beginning in the fourth quarter. The 10 million-unit production target is expected to cover the sales cycle from the end of 2026 through early 2027.

Market Analysis:

Global foldable smartphone panel shipments are projected to reach approximately 27.5 million units in 2026, representing year-on-year growth of around 24%. Revenue is expected to reach approximately US$4.4 billion, up around 48% year-on-year. In terms of brand procurement share, the market is expected to form a three-way competitive landscape in 2026: Samsung is projected to remain the leader with a 31% share, Apple is expected to account for approximately 29% in its first year, while Huawei is projected to hold around 24%.