Apple has signaled an aggressive entry into the foldable smartphone market, ordering 10 million units of its upcoming iPhone Fold from suppliers, according to a report from Nikkei Asia. This figure represents a significant increase from previous forecasts of 7 to 8 million units and triples the initial 3 million unit order reported just weeks ago. The move suggests Apple intends to challenge the foldable market presence of Samsung, which targets 5 to 6 million units for its entire Galaxy Z Fold 8 lineup.
Why is Apple’s 10 million unit target considered aggressive?
The production target places Apple in competition with Samsung. While Samsung’s Galaxy Z Fold 8 series—encompassing the Ultra, the Wide and the Flip 8 combined—aims for a total output of 5 to 6 million units, Apple is planning to manufacture nearly double that amount for a single device in its first year in the market. According to Nikkei Asia, suppliers are currently preparing for this scale, though they remain aware that production plans may shift based on consumer demand and potential pricing adjustments related to surging memory costs.
The foldable smartphone market is currently dominated by high-end enthusiasts. Data from Counterpoint Research indicates that only 2% of foldable devices are expected to be priced above $2,000 in 2026, with the majority of the market segment falling between $1,600 and $2,000.
How will pricing affect the iPhone Fold’s market share?
Apple’s entry price remains a primary point of uncertainty. IDC projected in December 2025 that the device could carry an average selling price of $2,400. If that estimate holds, the iPhone Fold would sit at the very top of the foldable market. Counterpoint Research’s Liz Lee notes that current foldable buyers are “attracting less price-sensitive early adopters and premium users willing to pay for productivity, efficiency, and a stronger mobile experience.” Apple’s success may depend on whether its brand and consistency in releasing good hardware can justify a premium that significantly exceeds the price point typically seen in the current market.
What are the risks regarding device depreciation?
Foldable devices have historically struggled with resale value. Research from the price comparison site SellCell shows that foldable phones lose an average of 64.6% of their value within the first 12 months of ownership, which is the worst retention rate of any smartphone category. If the iPhone Fold launches at a $2,500 price point and follows this industry trend, it could result in a depreciation of approximately $1,615 in a single year. However, analysts suggest that if Apple achieves iPhone-level retention on a foldable, the loss could be less dramatic.
Pro Tip: Tracking Industry Trends
Watch how Samsung prices the Galaxy Z Fold 8. As a competitor, Samsung’s pricing strategy will likely shape the conversation around Apple’s first foldable, potentially forcing Apple to adjust its own entry strategy if the price gap between the two becomes too wide.
Have the engineering hurdles been resolved?
Early development of the iPhone Fold was reportedly hindered by technical challenges, specifically regarding hinge engineering. According to Nikkei Asia, Apple and its supply chain partners have made progress in resolving these issues, which were reportedly release causing delays. This progress appears to have provided the company with enough confidence to ramp up the production order for the device’s initial launch window.
Frequently Asked Questions
- How many iPhone Fold units is Apple planning to produce?
Apple has instructed suppliers to prepare for 10 million units, according to Nikkei Asia. - Why is the 10 million figure notable?
It is nearly double the 5-6 million unit production target for Samsung’s entire Galaxy Z Fold 8 lineup, signaling a major push by Apple. - What is the expected price of the iPhone Fold?
IDC forecasted an average selling price of $2,400, though final pricing has not been confirmed by Apple. - Do foldable phones lose value quickly?
Yes, SellCell reports that foldable devices lose an average of 64.6% of their value within 12 months, which is the worst retention rate of any smartphone category.
Are you considering making the switch to a foldable device, or do you prefer the reliability of a traditional smartphone? Share your thoughts in the comments below.