Foldable smartphones have been the “next big thing” for years, yet they still make up only about 3% of all phone sales. While tech enthusiasts love them, regular buyers have stayed on the sidelines. However, a May 2026 study by SmartTech Research suggests the market isn’t rejecting foldables; it is just waiting for the right company to make them practical.
That company could be Apple.
The Power of the Apple Ecosystem
According to the study, which surveyed a geographically diverse group of 531 everyday consumers across the U.S., there is massive untapped interest in foldables. Over 58% of respondents expressed openness to buying one.
More importantly, Apple’s rumored entry into the market could be the ultimate catalyst. The data shows that 60.5% of consumers would feel more confident buying a foldable phone simply if Apple made it.
Apple has a history of entering established markets late and completely redefining them, just as it did with the iPod, iPhone, and Apple Watch. For many iPhone users, switching to an Android foldable means giving up iMessage, FaceTime, Apple Pay, and iCloud. Because of this ecosystem lock-in, nearly a third of consumers say they are explicitly waiting for Apple before they even consider a foldable.
What Consumers Actually Want
The research indicates that buyers aren’t looking for futuristic gimmicks. They want simple, practical benefits:
- A bigger screen: 39.9% want a larger display for watching videos, browsing, and reading.
- Better multitasking: 19.6% want to run apps side-by-side easily.
- Two devices in one: 15.8% love the idea of a tablet-sized screen that still fits in a pocket.
The core activities driving interest are everyday habits: entertainment, multitasking, and reading. A foldable iPhone could essentially act as the missing link between the standard iPhone and the iPad mini.
High Prices and Real-World Concerns
Despite the excitement, Apple faces two major hurdles: product execution and pricing.
Consumers still worry about screen creases, long-term durability, and steep repair costs. Apple cannot just slap a hinge on a phone and expect it to sell; it has to feel like a polished, reliable iPhone from day one.
Pricing is an even steeper hill to climb. The survey revealed that 70% of buyers expect to pay less than $1,000 for their next phone. Only 5.1% plan to spend over $1,500.
| Maximum Price Consumers Would Consider for a Premium Foldable | Percentage of Respondents |
| Under $1,500 | 38.1% |
| $1,500 to $1,799 | 18.2% |
| $1,800 to $1,999 | 9.3% |
| $2,000 to $2,199 | 11.0% |
| $2,800 or more | 2.8% |
With high gasoline and energy prices squeezing budgets through the latter half of the year, a foldable iPhone will firmly be viewed as a luxury. If Apple prices the device near $2,000, it risks turning a potentially mass-market product into an expensive trophy for tech insiders.
The Bottom Line
The demand for foldables is real, and Apple has a built-in audience waiting for permission to buy. While Apple’s upcoming Worldwide Developers Conference (WWDC) usually focuses on software rather than new hardware, look closely at how Apple updates its operating systems. The tools they give developers now to optimize apps for flexible screens will tell us exactly how they plan to turn this niche curiosity into the next everyday essential.
Disclaimer: This article is for informational purposes only and does not constitute financial, investment, or purchasing advice. Market trends and consumer survey data are subject to change.
