A new CNET survey reveals a striking level of early enthusiasm for Apple’s rumored foldable iPhone: one in four U.S. adults say they are interested in buying a foldable Apple device, even though the company has yet to formally unveil one. In a poll of 2,605 U.S. adults conducted by YouGov between August 13 and 17, 2026, 25% expressed interest in an Apple foldable, most likely the long-rumored “iPhone Ultra” (sometimes called the “iPhone Fold”). That figure stands out in a category that has remained niche for years. As Patrick Holland, CNET’s director of content, put it: “Foldable phones are niche products, and it’s impressive that 25% might be interested in an Apple folding phone. That would be a killer product debut if Apple could get that many people to buy one.”
Interest is highest among younger generations. Roughly 31–32% of Gen Z and millennials are open to the idea, compared with 23% of Gen X and just 13% of Boomers. This suggests Apple’s potential entry could particularly energize the demographics that drive much of the smartphone market’s momentum. The survey arrives as rumors intensify that Apple could introduce its first foldable as soon as its September event. Analysts describe a book-style design that opens into a larger display resembling a compact iPad and folds into a conventional iPhone form factor, complete with the usual Apple cameras, software, and ecosystem advantages.
While the average amount respondents said they would spend ($781) falls well below the $2,000–$2,500 price range some analysts project, the simple fact that a quarter of U.S. adults are already interested before any official announcement or hands-on experience underscores Apple’s unique pull. Previous foldable offerings from Samsung, Google, and Motorola have built a dedicated, but limited following. Apple’s arrival has long been viewed as a potential catalyst that could legitimize and expand the entire category.
Holland noted that a foldable iPhone is not expected to replace Apple’s core lineup but rather to expand it, offering customers more choice across a wider price spectrum, much as the company has done with larger and smaller iPhone models or more affordable options. In that context, capturing even a meaningful share of the 25% who are already intrigued would represent a strong debut for a first-generation product in an emerging form factor.
The broader market backdrop includes price sensitivity driven by the ongoing RAM shortage, which is prompting many consumers to rethink upgrade timelines. Yet the early interest in an Apple foldable stands apart: it demonstrates that, for a significant slice of the public, the promise of Apple’s design, software integration, and brand trust is enough to generate curiosity well before the device exists.
MacDailyNews Take: Massive hit product looms. Hopefully, Apple assemblers are making as many of them as they possible can!
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