Apple's foldable iPhone stocking target raised to 10 million units, a 30% increase from previous expectations.

Apple accelerates its push into foldable devices as a new growth lever in the high-end market.

On July 2, according to Nikkei Asia citing informed sources, Apple has raised the production preparation target for its first foldable iPhone this year to about 10 million units, up from the previously expected 7 to 8 million units.

At the same time, the company has secured components for approximately 80 million units of new iPhone models from the supply chain, and has asked suppliers to reserve some universal components in advance for next year's iPhone 18 series, in response to the ongoing tight supply of global memory chips and electronic components.

The report quoted insiders as saying that Apple hopes to leverage its bargaining power in the supply chain to expand market share amid the widespread memory shortage and further widen the gap with Android manufacturers.

Foldable device preparation sharply increased, Apple doubles down on high-end product line

According to reports, Apple has notified suppliers to increase the production preparation scale of its first foldable iPhone to about 10 million units. Meanwhile, Apple has secured components for approximately 80 million smartphones for new models set to launch in the second half of 2026, including: the iPhone Pro, iPhone Pro Max, and the first foldable iPhone.

Following supply chain plans, Apple's total iPhone production for 2026 (including existing and new models) is expected to exceed 220 million units.

However, supply chain sources also indicate that because foldable products adopt a completely new structural design, truly large-scale mass production may not begin until the end of this year. Although Apple has basically solved the engineering challenges of the folding hinge and is expected to start small-batch shipments after the autumn launch, production yield still needs further improvement.

Earlier, the market had heard that Apple's first foldable iPhone was once delayed in project development due to engineering challenges with the hinge design, but these issues have now significantly improved.

Apple's product release rhythm sees its biggest adjustment in recent years

In addition to foldable devices, Apple also plans to adjust its future iPhone launch strategy.

Reports say that the company will still focus on high-end models for launch in the second half of this year, including the Pro, Pro Max, and the first foldable iPhone, while the standard iPhone has been postponed to the first half of 2027 for the first time.

According to current plans, Apple will launch at least two new devices in the first half of 2027, including: the standard iPhone 18; and a new generation iPhone Air. Additionally, Apple is also planning to update its entry-level iPhone product line, though the specific release date has not yet been finalized.

If the plan goes smoothly, Apple will launch at least five new iPhones in less than a year, making it the most aggressive product refresh cycle in recent years.

Analysts believe that Apple hopes to cover different price ranges through more frequent new product launches, further strengthen its competitive advantage in the high-end market, and further erode the market share of competitors like Samsung.

Storage costs remain the biggest variable

Although Apple has the strongest bargaining power in the supply chain, the continuously rising price of memory chips still puts pressure on the company.

Since this year, Apple has successively raised prices for MacBooks and iPads, with the starting price of some high-end MacBook models increasing by several hundred dollars compared to the previous generation. Apple CEO Tim Cook has also publicly acknowledged that tight supply and rising costs of memory chips have become a major challenge for the company.

As of now, Apple has not adjusted the pricing of the upcoming iPhone 17 series. However, multiple supply chain sources indicate that if memory prices continue to rise, Apple may increase the price of new iPhones later, and final market demand may also prompt Apple to adjust its production plans again.

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