On April 8, Bloomberg’s Mark Gurman reported that sources familiar with the matter revealed that Apple’s first foldable phone will launch as planned later this year, during the company’s regular iPhone release schedule. This news refutes previous reports that the company has encountered major production obstacles.
Sources familiar with the matter said Apple plans to release the foldable iPhone 18 Pro and Pro Max in September. Apple phones typically go on sale within a week of their release.
A report by the Nikkei Asian Review on Tuesday sparked concerns about a potential delay. The report stated that Apple is facing difficulties in the engineering testing phase of the phone, which could delay production and shipping schedules. Following the news, Apple’s stock price fell by as much as 5.1%.
The sources indicated that although the complexity of the new display and materials may limit supply in the initial weeks, Apple currently plans to release the foldable model simultaneously with the new non-foldable iPhone, or shortly after the new non-foldable model’s launch.
Apple’s stock price recovered somewhat after Bloomberg reported on the plans. At the close of trading in New York on Tuesday, its stock price was down about 2.1%, at $253.50.
However, the product is still six months away from release, and mass production has not yet begun, meaning the release date is not yet finalized.
This foldable phone is a key strategic move for Apple, which is attempting to expand its iPhone product line with a redesigned, higher-end model and enhanced features to better compete with Samsung Electronics and Chinese smartphone manufacturers, who have been offering foldable phones for years.
For Apple, the foldable iPhone is the second step in its three-year plan to reshape the look and feel of its flagship phones. Last year, Apple launched a completely redesigned Pro and Pro Max model, as well as a thinner iPhone Air. Furthermore, Apple is preparing a completely redesigned iPhone for 2027 to commemorate the product’s 20th anniversary.
iPhone product planning has always been a priority for Apple’s management, including hardware chief John Tenus, who, according to Bloomberg, is a leading candidate to succeed CEO Tim Cook.
This foldable iPhone shares a similar design with competing models but boasts several key selling points. Apple engineers believe they have solved long-standing issues with screen quality and overall durability in this category of phones, including reducing the noticeable crease when the screen is unfolded.
When unfolded horizontally, this iPhone presents a widescreen form factor, making it more suitable for watching videos and playing games compared to the narrower foldable phones currently on the market. Apple plans to upgrade the iOS system, allowing apps to have a visual experience closer to iPad software on this new device.
Meanwhile, the product is expected to be priced above $2,000 ( approximately 13,778 RMB at the current exchange rate). While this may deter some consumers, it is expected to increase Apple’s average selling price, contributing to the company’s revenue growth.
Furthermore, Apple is adjusting its annual iPhone release schedule. According to Bloomberg, its next-generation entry-level model will be delayed until the spring of 2027. Apple also plans to launch a new iPhone Air and a lower-priced iPhone 18e at that time, while the iPhone 17e was released last month.
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