Apple told suppliers to prepare 10M foldable iPhones, nearly double Samsung's entire Z Fold 8 lineup. At a $2,400 price, the bet hinges on brand loyalty and depreciation math.
Apple has raised its foldable iPhone production target to 10 million units, nearly double Samsung's entire Galaxy Z Fold 8 lineup order of 5-6 million units, according to a Nikkei Asia report. The figure marks a sharp increase from the 3 million screens Samsung Display was approved to produce just weeks ago, and from an earlier internal forecast of 7-8 million units.
Nikkei notes that suppliers are mentally prepared for the target to be adjusted depending on how the phone sells and whether Apple raises prices to offset surging memory costs. The 10 million figure is the goal, not a guarantee. Apple and its suppliers have also resolved hinge engineering issues that were causing release delays, the report said.
IDC predicted in December 2025 that Apple's foldable would carry an average selling price of $2,400. 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, a range forecast to account for 58% of all foldable shipments.
Counterpoint's Liz Lee described foldable buyers as "less price-sensitive early adopters and premium users willing to pay for productivity, efficiency, and a stronger mobile experience." Apple is betting its brand and hardware consistency can overcome the price gap.
The depreciation math is harder to ignore. SellCell research shows foldable phones lose an average of 64.6% of their value within 12 months, the worst retention rate of any smartphone category. At $2,500, applying that rate leaves the phone worth roughly $885 after a year, a loss of $1,615. Apple's counterargument: iPhones retain value better than any other manufacturer. If Apple achieves iPhone-level retention on a foldable, the loss at $2,500 could be less dramatic.
Samsung's Galaxy Z Fold 8 lands in weeks, a couple of months before Apple's foldable. The price Samsung sets will 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.
For context on Apple's broader market position, see the AAPL stock page.
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