Key facts
- Apple plans to release at least five new iPhone models between the second half of 2026 and the first half of 2027.
- The company's first foldable iPhone is part of this launch strategy.
- Production volume for foldable handsets has been increased.
- Apple is prioritizing its three highest-end iPhone models for a late 2026 launch.
- The standard iPhone 18 model has been delayed to early 2027.
- This strategy is driven by supply chain constraints and a focus on maximizing revenue from premium devices.
Apple is preparing an aggressive iPhone launch strategy for late 2026 and early 2027, with plans for at least five new models, including its first foldable device. This move is intended to secure market share amidst industry-wide component supply challenges and a strategic shift towards prioritizing premium devices.
Sources indicate that Apple has increased its production target for its initial foldable phone to approximately 10 million units. The company is focusing on delivering its three highest-end iPhone models, featuring upgraded cameras and larger displays, in the latter half of 2026. The rollout of the standard iPhone 18 has been postponed to the first half of 2027.
This prioritization of premium models is aimed at optimizing resources, maximizing revenue and profits, and mitigating production risks associated with the more complex manufacturing techniques required for the foldable iPhone. An executive at an iPhone supplier noted that supply chain smoothness is a significant challenge this year, contributing to the strategic decision.
Apple recently reported quarterly revenue that surpassed Wall Street expectations, buoyed by robust iPhone demand and a rebound in China. CEO Tim Cook described the demand for the latest handsets as "staggering."