Apple is reportedly preparing to manufacture and sell around 10 million units of its first foldable iPhone, dubbed the iPhone Ultra, according to a new report from Nikkei Asia. That figure represents a significant increase over earlier build targets, which had ranged from 7 million to 8 million units. The move signals Apple's confidence in the foldable form factor and its ability to command premium pricing in a market that has seen growing competition from Samsung, Huawei, and other Android manufacturers.
The report states that Apple has told suppliers to prepare for production of approximately 10 million foldable iPhones this year, up from a previous forecast of about 7 million to 8 million units just a few months ago. This revised target suggests that Apple's internal demand projections have strengthened, possibly due to positive feedback from prototype testing or early supply chain commitments. The foldable iPhone Ultra is expected to be Apple's most expensive smartphone ever, with an average selling price of around $2,500, according to IDC, and some storage configurations could reach as high as $3,000.
Production and market context
The Nikkei report adds that Apple's total new iPhone orders for the second half of 2026 will include not only the foldable device but also the iPhone 18 Pro and iPhone 18 Pro Max. Together, these three models are expected to account for approximately 80 million units in the latter half of the year, comprising 10 million foldable units and 70 million Pro-series devices. This brings Apple's total planned iPhone shipments for the full year to roughly 220 million units, in line with IDC's recent forecast of nearly 240 million iPhones shipped in 2026.
To put these numbers in perspective, Apple shipped around 220 million iPhones in 2025, and the foldable segment alone could add a new revenue stream without cannibalizing existing sales. The foldable market has been growing steadily, with global shipments expected to exceed 30 million units in 2026, according to Counterpoint Research. Apple's entry could accelerate adoption and force rivals to innovate further.
Historical background: Apple's slow move to foldables
Apple's journey toward a foldable iPhone has been marked by years of speculation, patents, and delayed timelines. Early rumors of a foldable iPhone date back to 2018, but Apple has consistently prioritized reliability and user experience over being first to market. The company filed numerous patents related to foldable displays, hinge mechanisms, and flexible batteries, but it waited until component quality and software maturity reached acceptable levels.
Samsung dominated the foldable space with its Galaxy Z Fold and Z Flip series, shipping over 10 million foldable units in 2024 alone. Huawei, Oppo, and vivo also launched competitive devices in China. Apple's late entry allows it to learn from competitors' mistakes—such as screen creasing, hinge durability issues, and software fragmentation—while leveraging its ecosystem advantages like iOS integration and App Store optimization.
iPhone 18 Pro and Pro Max details
Alongside the foldable iPhone Ultra, Apple is expected to unveil the iPhone 18 Pro and iPhone 18 Pro Max in September 2026. These models will succeed the iPhone 17 Pro series, which launched in September 2025. The report indicates that Apple has told suppliers to reserve common components and parts used in the iPhone 17 series for the upcoming iPhone 18 premium series, suggesting a degree of component reuse to ensure supply stability amid ongoing shortages.
The iPhone 18 Pro models are expected to feature the A19 Pro chip, improved camera systems, and possibly a new design with thinner bezels and upgraded display technology. They will likely support Apple Intelligence features, taking advantage of the Neural Engine enhancements. The standard iPhone 18, however, is not expected until spring 2027, extending the iPhone 17's lifecycle from the typical 12 months to about 18 months. Similarly, the iPhone Air, introduced in September 2025, will be upgraded in spring 2026.
Pricing strategy and market positioning
The $2,500 price point for the foldable iPhone Ultra positions it as a luxury device, well above the $1,199 starting price of the iPhone 17 Pro Max. This strategy aligns with Apple's push to increase average revenue per user and create a halo effect for its brand. The premium pricing also makes sense given the high cost of foldable components, especially the flexible OLED panel, hinge mechanism, and custom software optimization.
IDC's projection of an average selling price of $2,500 suggests Apple is targeting early adopters and affluent consumers who value innovation and exclusivity. Storage options could push the price to $3,000, making it one of the most expensive mass-market smartphones ever. In comparison, Samsung's Galaxy Z Fold 6 starts at $1,899, while Huawei's Mate X6 costs around $2,200. Apple's brand cachet and ecosystem lock-in could justify the premium for many buyers.
Supply chain and component shortages
The report highlights that Apple is moving aggressively to secure components amid ongoing shortages. The global semiconductor shortage, which began in 2020, has eased but still impacts specific components like display drivers, power management ICs, and advanced sensors. Apple's massive order volumes give it leverage with suppliers, but the foldable iPhone's unique parts—such as the custom stainless steel hinge and bendable circuit boards—require dedicated production lines.
Apple has given some suppliers a forecast of up to 85 million new iPhones for the second half of 2026, and told them to reserve components used in the iPhone 17 series for the upcoming iPhone 18 premium series. This proactive approach helps mitigate risks but also builds inventory ahead of launch. The sheer scale of 10 million foldable units is unprecedented for a first-generation product—Apple's initial iPhone in 2007 sold about 1.4 million units in its first year.
Software and ecosystem integration
The foldable iPhone Ultra will likely run a modified version of iOS 20, designed to take advantage of the larger folding display. Rumors suggest a book-style foldable with a 7.6-inch inner screen and a 5.4-inch outer screen, similar to the Samsung Galaxy Z Fold form factor. Multitasking features, such as split-screen and drag-and-drop, could become native, and apps will be optimized for the foldable layout. Apple's AR/VR ambitions, combined with the foldable's large screen, could also pave the way for new immersive experiences.
Integration with the Apple ecosystem—including the Apple Watch, AirPods, and Mac—will likely be seamless, allowing users to transfer tasks between devices. The foldable iPhone could also serve as a secondary display for the Mac or iPad, expanding its utility beyond just a phone.
Apple is not expected to replace the standard iPhone 17 with the iPhone 18 until spring of the following year, extending the life of the iPhone 17 on the market from the typical 12-month run to around 18 months. Apple is similarly expected to upgrade the iPhone Air introduced in September 2025 with a new model in spring 2026. These staggered release cycles suggest a maturation of Apple's product lineup, with the foldable serving as a halo device for the entire iPhone family.
Source:9to5Mac News