Apple aiming to sell 10 million iPhone fold units, launch 5 new iPhone models

Apple is reportedly preparing up to five new iPhones, including its first foldable model, across a split launch cycle. The plan points to a bigger push for market share as the company navigates memory chip constraints and rising component costs.

In Short

• Apple may stagger iPhone launches across late 2026 and spring 2027
• The foldable iPhone production target has reportedly risen to 10 million
• Memory chip shortages and rising RAM costs are influencing launch planning

Apple is reportedly preparing one of its biggest iPhone launch cycles in recent years, with plans to introduce as many as five new iPhone models over the next year while also making a strong push into the foldable smartphone segment. According to a report by Nikkei Asia, the company has raised its production target for its first foldable iPhone to around 10 million units, suggesting growing confidence in the new product category despite an industry-wide memory component shortage.

The report claims Apple is planning launches spread across the second half of this year and the first half of 2027 instead of following its usual single-event strategy. The move is said to be an effort to increase its smartphone market share while navigating supply chain challenges that are affecting the availability and pricing of memory chips.

The higher production target is particularly notable because Apple has so far stayed away from foldable smartphones even as rivals such as Samsung, Google, Oppo and Honor have been expanding their portfolios. A production goal of around 10 million units suggests the company expects healthy demand for its first foldable device once it finally arrives.

Foldable iPhone expected alongside Pro models

Rumours surrounding Apple's next-generation iPhone lineup have been picking up pace over the past few months. The upcoming iPhone 18 family is expected to be one of the company's most important product lineups in years, with reports suggesting Apple could split its launches across two different time periods.

The iPhone 18 Pro and iPhone 18 Pro Max are widely expected to debut first, with Apple's long-rumoured foldable iPhone also likely to arrive during the same launch window. The foldable model has been referred to by different names in leaks, including iPhone Fold and iPhone Ultra. Reports suggest it could carry a starting price of more than $2,000, making it Apple's most expensive iPhone yet.

Meanwhile, the standard iPhone 18, the iPhone 18e and the second-generation iPhone Air are reportedly being pushed to spring 2027. If that happens, it would be a major departure from Apple's long-standing tradition of unveiling its entire flagship iPhone lineup together in the autumn.

The new launch schedule could also help Apple manage production more efficiently at a time when memory chip prices remain high. Recent reports have indicated that rising RAM costs may influence both the hardware configurations and pricing of upcoming smartphones across the industry.

Samsung may be ready with a direct rival

Although Apple's foldable iPhone is still some time away from becoming official, Samsung is reportedly preparing to strengthen its lead in the foldable market before Apple enters the segment.

According to recent leaks, Samsung is expected to introduce two book-style foldable smartphones during its Galaxy Unpacked event on July 22. The lineup is said to include the Galaxy Z Fold 8 Ultra and the Galaxy Z Fold 8, with the latter reportedly adopting a shorter and wider design.

Leaked renders shared online suggest Samsung is experimenting with two different form factors. The Galaxy Z Fold 8 Ultra is expected to continue with the tall and narrow design seen on previous Galaxy Fold models. In contrast, the standard Galaxy Z Fold 8 is rumoured to feature a wider inner display that offers an aspect ratio closer to traditional tablets, which could make it better suited for multitasking, entertainment and productivity.

The wider design is also interesting because Apple has repeatedly been linked to a similar foldable form factor in recent rumours. If those reports prove accurate, Samsung's standard Galaxy Z Fold 8 could offer consumers a preview of the type of design Apple may adopt for its own foldable device.

That said, leaks indicate Samsung could reserve its top-end hardware, including better cameras and battery performance, for the Galaxy Z Fold 8 Ultra, while the wider Galaxy Z Fold 8 may focus more on display durability and usability.

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