Apple could release its first foldable iPhone in a few weeks at the company’s annual September event (which could be Sept. 9). The late summer showcase is usually Apple’s big reveal for new hardware. The center of attention could be the rumored iPhone Ultra, Apple’s first foldable.
Analysts say the phone could be dubbed the iPhone Ultra (previously nicknamed the iPhone Fold and iPhone Flip). It’s expected to be a tiny iPad that folds in half, into a regular-size iPhone when closed. Rumors suggest Apple’s folding phone will feature a wide book-style fold, similar to the original Google Pixel Fold and the recently released Samsung Galaxy Z Fold 8, which has a folding display with the same aspect ratio as an iPad.
The iPhone Ultra could also have two rear-facing and a single front-facing camera that works whether it’s folded or not, and come with Apple’s usual features and services. Analysts expect the phone to cost between $2,000 and $2,500, which is on par with, if not a little higher than, rival folding phones from Motorola, Google and Samsung.
However, most US adults say they aren’t interested in buying a new foldable phone.
A CNET survey that polled 2,605 US adults found that 75% aren’t interested in buying a foldable Apple device. Even if they bought one, they wouldn’t shell out thousands of dollars for it.
Key takeaways
- Three out of four US adults (75%) are indifferent about buying a foldable Apple device, such as the rumored Apple iPhone Ultra.
- US adults would spend an average of $781 on an Apple foldable device, which is a stark contrast to what analysts say the phone could cost (and $48 less than the base model iPhone 17).
- The RAM shortage is affecting nearly half (41%) of US adults’ plans to upgrade their phones. Some are holding onto their current devices longer than originally planned.
Most US adults don’t want a foldable iPhone
CNET found that most US adults, regardless of age, aren’t interested in a foldable iPhone. Older generations (Boomers and Gen X) express the least interest — 83% and 77%, respectively. Younger generations aren’t that excited either, with nearly 70% of Gen Z and millennials (69% and 68%, respectively) not interested in a foldable iPhone. And those who are excited about one aren’t willing to break the bank for it.
Patrick Holland, CNET’s director of content, finds it surprising that only 75% weren’t interested in a foldable iPhone. “Foldable phones are niche products, and it’s impressive that 25% might be interested in an Apple folding phone,” said Holland. “That would be a killer product debut if Apple could get that many people to buy one.”
The same thing can be said for the iPhone Mini and Plus models for those who want a smaller or larger screen, but still want an iPhone. Or the E series, which is a budget-friendly model starting at $600 before discounts.
Holland pointed out that the foldable iPhone isn’t meant to replace the baseline model; it’s about expanding the line and offering phone models at an even bigger price range. Apple could have an iPhone model at ever $100 increase between $600 and $2,000.
US adults will spend an average of $781 on a new foldable iPhone
On average, US adults are willing to spend $781 on a new foldable iPhone. That’s less than what most iPhones cost now. For context, the base model of the iPhone 17 starts at $799 (with a $30 carrier discount).
Gen Z is willing to spend the most on a foldable iPhone — an average of $919 — whereas other generations would spend less. Millennials would spend an average of $859, Gen X would spend $690, and Boomers even less — $572.
Cole Kan/CNET“The fact that people want an average price that’s nearly $50 below the baseline iPhone 17 shows where we’re at financially right now,” said Holland. “A foldable iPhone is going to be expensive to make, and its retail price will likely reflect that.”
But foldable phones haven’t always been this expensive. Holland points out that the price of foldable phones has dropped for years, as with the Motorola Razr line. The first model cost $1,400, but last year you could buy a new one for half that price before discounts. Now those prices have started to rise again (because of the RAM shortage), and the rumored $2,000 price for the iPhone Ultra is proof of that. It’s a few hundred dollars more than foldable phones cost just a couple of years ago, Holland said.
The RAM shortage is affecting iPhone upgrade plans
The evolution of AI and data centers has led to a memory chip shortage — also known as the RAM shortage or RAMageddon. Personal devices, like phones and laptops, need those chips for data storage. However, the shortage has led tech companies to raise prices on their devices.
Apple raised prices on many of its devices in June for this very reason. The RAM shortage and price increases are making 41% US adults rethink their plans to upgrade to a new iPhone — regardless of whether it’s a foldable or another model.
“The very companies investing in AI and building data centers to support new features and tools on phones are the ones passing the higher cost of RAM and chips on to consumers,” said Holland. “There’s a corporate Gift of the Magi happening, and it’s us who are footing the bill while companies rake in record-breaking profits.”
Many contemplating an upgrade are weighing other options due to price increases. Some are considering older or less expensive options (5%) and switching to another brand (4%), while others are considering refurbished or used models (4%) to save money on the upgrade. Others (9%) will only upgrade if a trade-in or a mobile carrier promotion covers the price, which usually comes in the form of account credits or a multiyear commitment to stay with that carrier.
The bigger story is that most US adults aren’t eager to upgrade due to the RAM shortage and device price hikes. Ten percent are planning to delay their upgrade and keep their phone longer, while 9% are holding onto their phone longer than originally planned.
Twenty-two percent of US adults don’t plan to upgrade anytime soon, regardless of Apple’s new devices or the impact of the RAM shortage. By generation, 19% of Gen X and 27% of Boomers don’t have plans to upgrade anytime soon, while 16% of millennials and 21% of Gen Zers share the same sentiment. Here’s a breakdown.
If you have an old phone and the battery is the only issue, replace it instead of getting a new phone, Holland said. “You’ll add another two to three years of life onto your phone and avoid paying hundreds of dollars more for an upgrade or multiyear commitment to a carrier.”
If you’re still thinking of upgrading your phone, Holland said the best deals on phones are typically found when a new model launches or during holiday sales. And even though trading in your old phone is a good way to save money, check with third-party reseller sites, too.
“You might be able to get more money for your old phone than from the carrier or phone-maker is offering,” said Holland. “Used and refurbished phones are definitely worth buying, as are models from a year or two ago, and often discounted by hundreds.”
Lastly, be skeptical about that “free” $1,000-plus phone a carrier is willing to give you. These deals often come with multiyear commitments and are shown as account credit rather than cash. If you switch to a new mobile carrier before the phone is paid off, you’ll have to pay the difference.
Methodology
All figures, unless otherwise stated, are from YouGov Plc. The total sample size was 2,605 adults. Fieldwork was undertaken between Aug. 13 and 17, 2026. The survey was carried out online. The figures have been weighted and are representative of all US adults (aged 18 and older).
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