SHA:688396.SS 26 January 2026

July 7, 2026, 9:04 AM EDT. Apple Inc. (NASDAQ:AAPL) is getting ready to debut its first foldable iPhone in Q3, but initial shipments will likely run just 0.5 million to 1 million units. That's compared to the 20-22 million shipments forecast for iPhone 18 Pro. Pricing is steep at $2,300 to $2,500. That would put total retail sales between $1.15 billion and $2.5 billion, but this launch shapes up as a scarcity play, not a mass-market push. Analyst Ming-Chi Kuo points to the iPhone X's launch approach, where limited supply drove fast sellouts even at higher prices. Meanwhile, firmer DRAM and NAND prices are crimping margins. TrendForce sees Q3 DRAM jumping up to 18%, NAND up 15%, likely to squeeze smartphone pricing. Over in China, smartphone shipments dropped 13% from a year ago. Apple saw a 9% decline, but it moved up to second in market share after using incentives to push iPhone 17 Pro sales.