Analyst Jeff Pu has projected that Apple’s iPhone shipments will reach 250 million units in 2026, marking a 2% increase from the previous year. This rise is anticipated despite a general decline in the smartphone market, where global shipments are expected to decrease by 4% due to various economic factors influencing primarily the Android segment.
In his recent investor note, Pu outlined the features of the upcoming iPhone 18 models, including the foldable iPhone that will utilize Touch ID instead of Face ID. The iPhone 18 series is set to launch in September 2026, featuring various configurations with advanced hardware specifications, including the A20 Pro processor and enhanced camera systems.
Additionally, Apple aims to strengthen its position in the market, with the iPhone 18 lineup expected to benefit from ongoing demand for the iPhone 17 series, leading to an increased build forecast of 59 million units for the first quarter of 2026. The company plans to introduce three iPhone models in fall 2026, with a base model and additional versions to follow in spring 2027.