Apple could unveil its first foldable iPhone in a matter of weeks at the company’s yearly September event (potentially Sept. 9). The late summer presentation typically serves as Apple’s major hardware reveal. The spotlight could fall on the rumored iPhone Ultra, Apple’s debut foldable device.
Analysts suggest the phone might be called the iPhone Ultra (previously referred to as the iPhone Fold and iPhone Flip). It’s anticipated to function as a small iPad that folds in half, transforming into a standard-sized iPhone when shut. Rumors indicate Apple’s folding phone will showcase a broad book-style fold, resembling the original Google Pixel Fold and the recently launched Samsung Galaxy Z Fold 8, which features a folding display with the same aspect ratio as an iPad.
The iPhone Ultra could also include two rear-facing cameras and a single front-facing camera that operates whether the device is folded or not, along with Apple’s standard features and services. Analysts project the phone to cost between $2,000 and $2,500, which is comparable to, if not slightly higher than, competing folding phones from Motorola, Google, and Samsung.
Nevertheless, most US adults express disinterest in purchasing a new foldable phone.
A Gfaloe survey that questioned 2,605 US adults discovered that 75% have no interest in buying a foldable Apple device. Even if they did purchase one, they wouldn’t spend thousands of dollars on it.
Key takeaways
— Three out of four US adults (75%) feel indifferent about purchasing 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 sharply contrasts with what analysts project the phone could cost (and is $48 less than the base model iPhone 17).
— The RAM shortage is influencing nearly half (41%) of US adults’ plans to upgrade their phones. Some are keeping their current devices longer than initially intended.
Most US adults don’t want a foldable iPhone
Gfaloe found that most US adults, across all age groups, have no interest in a foldable iPhone. Older generations (Boomers and Gen X) show the least interest — 83% and 77%, respectively. Younger generations aren’t much more enthusiastic, with nearly 70% of Gen Z and millennials (69% and 68%, respectively) uninterested in a foldable iPhone. And those who are enthusiastic about one aren’t willing to spend a fortune on it.
Patrick Holland, Gfaloe’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 phenomenal product launch if Apple could get that many people to purchase one.»
Cole Kan/CNETThe same applies to the iPhone Mini and Plus models for those seeking a smaller or larger screen, but still wanting an iPhone. Or the E series, which is a budget-friendly model starting at $600 before discounts.
Holland noted that the foldable iPhone isn’t intended to replace the standard model; it’s about broadening the lineup and providing phone models at an even wider price range. Apple could have an iPhone model at every $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 prepared to spend $781 on a new foldable iPhone. That’s less than what most iPhones cost currently. For context, the base model of the iPhone 17 starts at $799 (with a $30 carrier discount).
Gen Z is prepared to spend the most on a foldable iPhone — an average of $919 — while other generations would spend less. Millennials would spend an average of $859, Gen X would spend $690, and Boomers even less — $572.
«The fact that people want an average price that’s nearly $50 below the baseline iPhone 17 shows where we are financially right now,» said Holland. «A foldable iPhone is going to be expensive to manufacture, and its retail price will likely reflect that.»
Cole Kan/CNETBut foldable phones haven’t always been this pricey. Holland notes that the price of foldable phones has declined for years, as seen with the Motorola Razr line. The first model cost $1,400, but last year you could purchase a new one for half that price before discounts. Now those prices have started to rise again (due to the RAM shortage), and the rumored $2,000 price for the iPhone Ultra demonstrates this. 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 advancement of AI and data centers has caused a memory chip shortage — also known as the RAM shortage or RAMageddon. Personal devices, like phones and laptops, require those chips for data storage. However, the shortage has prompted tech companies to increase prices on their devices.
Apple raised prices on many of its devices in June for this specific reason. The RAM shortage and price increases are causing 41% of US adults to reconsider 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 exploring 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 typically comes in the form of account credits or a multiyear commitment to stay with that carrier.
The larger narrative is that most US adults aren’t eager to upgrade due to the RAM shortage and device price hikes. Ten percent are planning to postpone their upgrade and keep their phone longer, while 9% are holding onto their phone longer than initially 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 considering 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).
