Apple is reportedly preparing one of its largest iPhone launch cycles in years, with a foldable model at the center of the plan. The company is said to be targeting production of around 10 million units for its first foldable iPhone, a scale that suggests the product is being treated as a major strategic move rather than a limited experiment.
The broader plan also points to five new iPhone models arriving across two separate release windows. That approach would mark a notable change for Apple, which has long relied on a single major iPhone launch phase each year.
A foldable iPhone with big ambitions
Among the rumored devices, the foldable iPhone is drawing the most attention because of the size of the production target. A run of around 10 million units indicates Apple expects real demand when the device reaches the market.
The foldable model has been referred to in leaks as either the iPhone Fold or iPhone Ultra. It is also expected to carry a starting price above $2,000, which would place it among the most expensive iPhones Apple has ever sold.
| Rumored Foldable iPhone Details | Information |
|---|---|
| Possible names | iPhone Fold, iPhone Ultra |
| Production target | Around 10 million units |
| Expected starting price | Above $2,000 |
Apple has often waited for a market to mature before entering a new category, and the foldable segment appears to be following that same pattern. Samsung, Google, Oppo, and Honor have already expanded their foldable portfolios, while Apple is only now being linked to a large-scale push.
Two release windows instead of one
According to Nikkei Asia, Apple is planning to split the launch of its next iPhone lineup between the second half of this year and the first half of 2027. That is a significant departure from the company’s usual pattern of unveiling its flagship lineup in a single fall event.
The iPhone 18 Pro and iPhone 18 Pro Max are expected to arrive first. The foldable iPhone is also said to be a candidate for that same window, making the premium end of the lineup the first to reach consumers.
Meanwhile, the standard iPhone 18, the iPhone 18e, and the second-generation iPhone Air are reported to have been pushed to spring 2027. If that schedule holds, Apple will spread its lineup more broadly across the calendar than it has in the past.
| Expected Launch Window | Models Mentioned | Timing |
|---|---|---|
| First wave | iPhone 18 Pro, iPhone 18 Pro Max, foldable iPhone | Second half of this year |
| Second wave | iPhone 18, iPhone 18e, iPhone Air 2 | Spring 2027 |
The split schedule is also seen as a practical response to supply chain pressure. Apple is facing an environment where memory chip prices remain high, and that can affect both device configurations and final pricing.
Supply pressure is shaping the strategy
The smartphone industry is currently dealing with tight availability and rising costs for memory chips, including RAM. That creates additional pressure for manufacturers trying to balance production volumes, launch timing, and product positioning.
By dividing the launch into two phases, Apple could manage supply more efficiently across premium and standard models. The move may also help the company reduce strain on its supply chain as demand builds for new devices and for the foldable category.
The large production target for the foldable model becomes even more meaningful in that context. Rather than testing the market with a small batch, Apple appears to be planning for the device to play a central role in the next iPhone cycle.
Samsung is preparing its own move
While Apple is still working toward its first foldable, Samsung is expected to expand its lead in the category. Recent leaks suggest the company will unveil two book-style foldables at Galaxy Unpacked on July 22.
The two devices are said to be the Galaxy Z Fold 8 Ultra and the Galaxy Z Fold 8. The standard model is rumored to adopt a shorter and wider design than previous Galaxy Fold devices, while the Ultra version may keep a taller and narrower shape.
| Samsung Foldable Rumors | Reported Direction |
|---|---|
| Galaxy Z Fold 8 Ultra | Taller, narrower design |
| Galaxy Z Fold 8 | Shorter, wider design with a more tablet-like inner screen ratio |
| Event | Galaxy Unpacked on July 22 |
That wider format is notable because Apple has also been linked to a similar design in multiple recent rumors. If those reports prove accurate, Samsung’s standard Fold model could offer an early clue about the kind of shape Apple may choose for its own foldable.
Samsung is still expected to reserve the strongest specifications, including better cameras and longer battery life, for the Ultra model. The wider Galaxy Z Fold 8 is believed to focus more on durability and ease of use, which could make the category more accessible ahead of Apple’s entry.
With these moves, the foldable market may be entering a new phase of competition. Apple has not announced its device, but the scale of the production target and the expanded iPhone lineup already point to a major shift in its strategy.