25% of US adults are interested in the iPhone Ultra – but won’t pay for it

A recent survey by CNET found that 75 % of U.S. adults say they would not purchase a foldable iPhone, while 25 % expressed some level of interest. The study polled 2,605 adults across the country and asked whether they would buy a new foldable Apple device and how much they would pay for it. The results suggest that while a minority of consumers are intrigued by the idea, the majority remain uninterested.

The survey also asked respondents how much they would be willing to spend on a foldable iPhone. Across all age groups, the average willingness to pay was $781. Gen Z respondents were the most generous, citing a willingness to pay up to $919. The lowest willingness to pay came from older generations, who were more cautious about spending on a new phone format. Even the highest willingness to pay falls far below the price range that Apple is expected to announce for the iPhone Ultra, which is likely to start at $2,000 or more.

Industry analysts say the low willingness to pay and the high percentage of uninterested consumers mean that the foldable iPhone will probably remain a niche product. Apple’s first generation foldable is expected to have a premium price that is difficult for most consumers to justify, especially given the lack of pocketability that a foldable design brings. Even if manufacturing costs fall for subsequent models, the price point will likely stay well above the amount that most Americans are willing to spend, according to the survey.

The survey’s findings also show a generational split in interest. While the overall interest level is 25 %, the proportion of people willing to buy a foldable iPhone varies by age group. Younger consumers are more open to the concept and to paying a higher price, whereas older consumers are less enthusiastic. Despite the higher willingness to pay among younger respondents, the percentage of people who would actually purchase the device remains low across all groups.

Apple is unlikely to be overly optimistic about the foldable iPhone’s market prospects based on the data. Even if the company’s first foldable model sells in the low single digits, the price point and the novelty of the form factor may keep it from becoming a mainstream device. The survey’s results align with the pattern seen in previous Apple launches, where early adopters pay a premium for new technology but the broader market remains hesitant.

The CNET survey’s headline emphasized the 75 % figure, but the underlying story is that a quarter of U.S. adults are open to the idea of a foldable iPhone. However, the willingness to pay suggests that even that segment is small. If Apple follows its usual pricing strategy, the foldable iPhone will be a high‑end product that appeals only to a limited group of tech enthusiasts and early adopters.

In summary, the CNET survey indicates that most U.S. adults are not interested in buying a foldable iPhone, and even those who are willing to buy it are not prepared to pay the price Apple is likely to set. The device is expected to remain a niche offering, with low sales volume and a limited target market. The company’s future foldable releases may see price reductions as production costs decline, but the initial price point will likely keep the product out of reach for most consumers.