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

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Why This Matters

While a significant portion of US adults show interest in the upcoming iPhone Ultra, most are unwilling to pay the high price point, indicating limited mass-market appeal for foldable Apple devices. This highlights the challenges Apple faces in balancing innovation with consumer affordability and demand. The data suggests foldable iPhones may remain a niche product initially, impacting Apple's future product strategy and market segmentation.

Key Takeaways

Sometimes a headline is the complete inverse of the real news in the story, and that’s the case with a new survey measuring interest in the upcoming iPhone Ultra. The headline says 75% of US adults aren’t interested in a folding iPhone, while the real surprise is that as many as 25% are.

Apple shouldn’t get too excited by the results, however, as willingness to pay was way, way less than the price we’re expecting the company to announce …

CNET opens with that 75% stat.

Most US adults say they aren’t interested in buying a new foldable phone. A CNET survey that polled 2,605 US adults found that 75% aren’t interested in buying a foldable Apple device.

That most people aren’t interested is in no way surprising: the real news here is that a quarter of US adults do find the idea appealing.

Unsurprisingly, interest varies by generations:

Boomers: 13%

Gen X: 23%

Gen Z: 31%

Millennials: 32%

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