• Apple’s first foldable iPhone is expected to debut in September 2026 as part of the iPhone 18 lineup, with a premium $1,999 price tag.
  • JPMorgan forecasts initial sales in the low-teens millions for fiscal 2027, scaling to mid-40 million units by fiscal 2028, unlocking a $65B revenue opportunity.
  • The move comes as iPhone 17 upgrades appear incremental, shifting investor focus to 2026’s anticipated hardware refresh.

A Strategic Pivot for Apple

Apple is preparing to enter the foldable smartphone market with a high-end iPhone model slated for late 2026, according to JPMorgan analysts. The device, expected to feature a 7.8- to 8-inch crease-free inner display and Touch ID integration, could reinvigorate slowing iPhone sales amid softening global demand.

With the iPhone 17 cycle projected to offer only modest improvements, the foldable iPhone 18 is already drawing attention as Apple’s next major growth catalyst. "This isn’t just a new product—it’s a $65 billion shot in the arm for earnings," said one analyst familiar with the projections, noting the premium pricing strategy targets resilient high-end consumers.

Supply Chain and Market Dynamics

Apple has been quietly rerouting supply chains to mitigate tariff risks from ongoing US-China tensions, a move that could prove critical for the foldable launch. While rivals like Samsung have led the category, Apple’s delayed entry follows its playbook of refining existing technologies before dominating markets.

Early skepticism exists about consumer appetite for the $1,999 device, but Apple’s history of premium pricing success—seen with the iPhone X and Pro models—suggests the gamble could pay off. One Milan-based fund manager noted, "If anyone can normalize $2,000 smartphones, it’s Apple."

The Road Ahead

Wall Street’s muted reaction to iPhone 17 rumors underscores how quickly expectations are pivoting to 2026. JPMorgan’s unit forecasts imply the foldable could eventually account for ~15% of Apple’s annual iPhone shipments. Meanwhile, services revenue continues to cushion slower hardware sales, with next week’s Q3 earnings expected to show flat growth.

Correction: An earlier version misstated the display size range. The correct estimate is 7.8-8 inches.