Apple’s iPhone 17 lineup is performing stronger than analysts anticipated, prompting the company to increase production orders and building momentum ahead of the 2026 iPhone 18 cycle. Apple is raising its 2025 order from 84-86 million units to the low 90 millions, with the production boost focusing primarily on iPhone 17 Pro and Pro Max models.
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Production Increases Signal Strong Demand
Three iPhone 17 models are expected to receive build increases due to better-than-expected sales. The iPhone 17 Pro and Pro Max are driving the surge, while the iPhone Air has underperformed initial predictions. This performance validates Apple’s strategy of focusing on premium features and advanced capabilities in its Pro lineup.
The stronger-than-anticipated reception comes just weeks after the iPhone 17’s September 19 launch, suggesting early adopters are responding positively to the new design and feature improvements Apple introduced this generation.
| Model | Sales Performance |
|---|---|
| iPhone 17 Pro | Exceeding expectations – production increased |
| iPhone 17 Pro Max | Exceeding expectations – production increased |
| iPhone 17 | Meeting/exceeding expectations |
| iPhone Air | Below initial predictions |
| Total 2025 Orders | Increased to low 90 million units |
Building iPhone 18 Momentum
Apple has told suppliers to prepare for 95 million units for the 2026 iPhone 18 launch compared to 85 million for the 2025 iPhone 17 launch, representing approximately 10% growth. This confidence stems partly from iPhone 17’s strong performance and anticipation around the game-changing iPhone Fold.
The fall 2026 lineup is expected to include iPhone 18 Pro, iPhone 18 Pro Max, iPhone Air 2, and the new iPhone Fold. Apple expects the iPhone Fold to see high demand, potentially creating Apple’s most significant product diversification since the introduction of the Plus/Max size variants.
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The Foldable Game-Changer
Production is scheduled to begin in late 2025, with an initial run targeting 6-8 million units for 2026. Bloomberg’s Mark Gurman describes the device as resembling “two titanium iPhone Airs side-by-side,” suggesting a book-style foldable design rather than a flip phone format.
The iPhone Fold represents Apple’s entrance into the foldable smartphone market years after Samsung, Motorola, and others. Apple’s delayed entry typically indicates the company waited until it could deliver a polished, refined experience rather than rushing to market with first-generation technology.
Strategic Implications
The iPhone 17’s performance validates Apple’s incremental improvement strategy while setting the stage for the more radical iPhone Fold launch. Strong current-generation sales provide financial cushion and consumer confidence for experimenting with new form factors.
Apple’s 10% production increase for iPhone 18 suggests the company believes the combination of refined traditional models plus the groundbreaking Fold will drive a significant upgrade cycle. This optimism contrasts with recent years when iPhone sales plateaued as consumers held devices longer between upgrades.
FAQs
Why is Apple increasing iPhone 17 production?
Sales exceeded expectations, particularly for Pro and Pro Max models, prompting Apple to raise orders to low 90 million units.
What iPhone models will launch in 2026?
Fall 2026 will see iPhone 18 Pro, Pro Max, Air 2, and the debut of iPhone Fold per current reports.
