Apple is reportedly preparing a broader product push to defend its position in the premium smartphone market. The company is said to be lining up at least five new iPhone models through early 2027.
That plan comes as competition from Samsung and Huawei continues to intensify. Apple is also reported to have raised its production target for the foldable iPhone to 10 million units this year, up from an earlier estimate of 7 million to 8 million units.
A bigger push into foldables
The higher production target suggests Apple is treating the foldable iPhone as a more important part of its product roadmap. While the device’s full specifications have not been revealed, the increased output goal points to a broader launch strategy from the start.
Apple’s move also signals that it wants to strengthen its appeal in the premium segment. Foldable phones remain a major battleground for the industry’s largest players, and Apple appears ready to compete more directly in that space.
Other key products are also moving forward
Apple is also said to be testing a new iPad Pro generation. The focus is on performance improvements, while the 11-inch and 13-inch display sizes are expected to remain unchanged.
In the Mac lineup, Apple is reportedly preparing a major redesign for the entry-level 14-inch MacBook Pro. That update could arrive in the first half of 2027 and may introduce a touchscreen for the first time in MacBook history.
| Product | Planned Update | Timing |
|---|---|---|
| iPhone | At least five new models | Through early 2027 |
| Foldable iPhone | Production target raised to 10 million units | This year |
| iPad Pro | Performance-focused testing, 11-inch and 13-inch sizes retained | New generation under test |
| 14-inch MacBook Pro | Redesign with touchscreen | First half of 2027 |
Pricing changes add another layer
At the same time, some Apple devices are also seeing price increases. The adjustments are said to affect the iPad, Mac, and MacBook Neo lines, with one device reaching as high as USD 1,300 for the Mac Studio M3 Ultra.
Not every product is affected, however, as several other devices reportedly remain unchanged. That selective pricing approach suggests Apple is balancing expansion, product refreshes, and premium positioning at once.
Taken together, the reported roadmap shows Apple preparing for a decisive stretch through 2027. With new iPhone launches, a higher foldable target, and major moves across iPad and Mac, the company appears focused on holding its premium lead while pushing into the next wave of device categories.
