Apple’s first foldable iPhone could arrive as soon as September, but a new survey suggests the company may face a major pricing challenge. Most US adults say they have no interest in buying a foldable iPhone, while those who are interested expect to pay far less than the rumored launch price.
CNET says a YouGov survey of 2,605 US adults found that 75% are not interested in buying a foldable Apple device. The survey ran from August 13 to August 17, 2026, and covered adults across different age groups.
Interest remains low across generations, with 83% of Boomers and 77% of Gen X respondents saying they would skip the device. Meanwhile, 69% of Gen Z and 68% of millennials also said they are not interested.
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Price remains the biggest problem
US adults said they would spend an average of $781 on a foldable iPhone, which sits below the $799 starting price of the standard iPhone 17. Gen Z respondents were willing to spend the most at $919, followed by millennials at $859.
However, analysts expect Apple’s foldable iPhone, sometimes referred to as the iPhone Ultra, to cost between $2,000 and $2,500.
The survey also found that 41% of US adults are reconsidering their upgrade plans because of higher device prices, while 22% said they have no plans to upgrade anytime soon.
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