Apple is reportedly aiming to sell 10 million units of its first foldable iPhone, which is rumored to carry the iPhone Ultra name. The plan stands out because the device is expected to have an average price of 2,500 US dollars, or around Rp45 million.
That target would place Apple among the largest players in the foldable category despite its late arrival. The device could also become the most expensive iPhone Apple has ever sold if the reported name and pricing are realized.
A market share projection close to Samsung
Counterpoint Research estimates that the iPhone Ultra could account for 29 percent of global foldable display panel orders in 2026. That would put Apple just behind Samsung, which is projected to hold a 31 percent share.
Huawei is projected to secure 24 percent of foldable panel orders. The estimates suggest that Apple could have a substantial effect on the competitive landscape in its first year in the category.
| Company | Projected 2026 Foldable Panel Order Share |
|---|---|
| Samsung | 31 percent |
| Apple through iPhone Ultra | 29 percent |
| Huawei | 24 percent |
The broader foldable market is also expected to expand. Counterpoint Research forecasts global foldable display panel orders of about 27.5 million units in 2026, up roughly 24 percent from 2025.
That growth could give Apple room to pursue a large volume from the outset. A 10 million-unit goal indicates that the company is placing a major bet on demand for high-priced foldable devices.
Premium pricing is the central test
According to information published by Tekno Kompas, the iPhone Ultra is expected to carry an average price of 2,500 US dollars, or around Rp45 million. The highest-storage version could be priced at up to 3,000 US dollars, or around Rp54 million.
| Measure | Estimate | Details |
|---|---|---|
| Sales target | 10 million units | Up from an earlier estimate of 7-8 million units |
| Average price | 2,500 US dollars | Around Rp45 million |
| Highest variant | 3,000 US dollars | Around Rp54 million |
The reported sales objective is higher than the earlier estimate of 7 million to 8 million units. It will test whether consumers are prepared to embrace an Apple foldable at a far higher price point than regular iPhone models.
Samsung has sold foldable phones since 2019, while Huawei has remained active in the category in China. Clamshell foldables have also gained enough popularity that the segment is no longer viewed as an extremely narrow market.
Samsung may benefit from Apple’s entry
Apple’s entry could intensify competition with Samsung in foldable devices, but it may also benefit Samsung’s display business. Samsung Display is widely expected to supply OLED panels for Apple’s first foldable phone.
Strong iPhone Ultra sales could therefore generate business for Samsung Display even as Samsung competes against Apple for end customers. It is an example of the technology industry’s overlapping relationships between product rivals and supply-chain partners.
Samsung has already been known as one of the major OLED panel suppliers for regular iPhones. That role is expected to continue with Apple’s foldable device, adding another dimension to the competition between the two companies.
The reported 10 million-unit target will be a key measure of Apple’s ability to turn premium pricing into demand in the foldable market. With a projected 29 percent panel-order share, the iPhone Ultra could quickly become a significant force in the segment.
