iPhone Fold Latest: Apple Bets Big With New Release Target

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With last month’s news that Samsung Display had received Apple's approval to produce screens for the iPhone Fold with an initial order of 3 million units, the consensus was that Apple was being cautious. Conservative, even.

This is a first-generation product in an unproven market for Apple, with foldable tech that is prone to go very wrong. It makes sense.

But that doesn’t appear to be the case any more. According to a new report from Nikkei Asia, Apple has now told suppliers to prepare to produce around 10 million foldable iPhones. That’s up from a previous forecast of 7-8 million units, and more than three times the 3 million figure from just weeks ago.

Cautious? Apple’s never heard of her.

Apple Is Clearly Planning A Big iPhone Fold Launch

To understand how significant 10 million units is: Samsung’s entire Galaxy Z Fold 8 lineup—the Ultra, the Wide and the Flip 8 combined—has a production target of 5-6 million units. If Nikkei’s figures are accurate, Apple is now planning to produce nearly double that with a single device, in its first year in the market.

That said, Nikkei notes that suppliers are mentally prepared for the production plan to be adjusted depending on how well the new phone goes down with buyers (if it doesn’t land badly like the iPhone Air), and whether Apple increases iPhone prices due to surging memory costs. It looks like ten million is the target rather than a guarantee.

One other notable update from the Nikkei report is that Apple and its suppliers have made progress resolving the hinge engineering issues, which were reportedly release causing delays.

iPhone Fold Price: How Much Will Apple Charge?

IDC predicted in December 2025 that Apple’s foldable would carry an average selling price of $2,400.

That $2,400 average sits at the very top of the foldable market. Counterpoint Research data shows only 2% of foldable smartphones are expected to be priced above $2,000 in 2026. Most sit between $1,600 and 2,000 and these are forecast to account for 58% of all foldable shipments.

If IDC’s figures play out, then Apple is betting on its brand and consistency in releasing good hardware smoothing over any worries about the extra cost. It’s not a bad idea, people who spend thousands on foldables are enthusiasts.

As, Counterpoint’s Liz Lee put it, foldables are “attracting less price-sensitive early adopters and premium users willing to pay for productivity, efficiency, and a stronger mobile experience.”

The iPhone Fold Depreciation Problem

This is where the numbers get harder to look at. Price comparison website, SellCell, published research which showed that foldable phones lose an average of 64.6% of their value within 12 months, which is the worst retention rate of any smartphone category. That was based on a $2,000 iPhone Fold, but at $2,500 the picture is worse.

Using the same 64.6% average foldable depreciation rate, a $2,500 iPhone Ultra could be worth approximately $885 after 12 months. That is a loss of $1,615 in a single year.

The counterargument is that Apple retains value better than any other manufacturer. If Apple achieves iPhone-level retention on a foldable, the loss at $2,500 could be less dramatic.

While the iPhone Fold is still a couple of months away, Samsung’s Galaxy Z Fold 8 lands in a matter of weeks. The price Samsung sets will almost certainly shape the conversation around Apple’s first foldable. If Samsung holds at $1,999 while Apple arrives at $2,400, that 10 million unit production target will face its first real test.

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