Few smartphone owners care about foldable devices or AI, survey suggests

A new survey suggests that most U.S. smartphone owners are not motivated to adopt foldable phone models or AI features, a potential challenge for Apple as it prepares to launch both the so-called “iPhone Ultra” and an expanded suite of Apple Intelligence features this fall.

The investigation, commissioned by CNET and conducted by YouGov among 2,407 smartphone owners in the United States between April 29 and May 1, found that only 13% of respondents would consider upgrading to a phone concept such as a foldable or flip phone, while only 12% cite AI integrations as a motivator to upgrade.

Among iPhone owners in particular, interest in foldable models was slightly higher, at 14 percent. Apple is expected to launch its first foldable iPhone alongside the iPhone 18 Pro this fall, with a starting price of around $2,000.

Although a 13% interest rate for foldable models has been characterized as evidence of limited appeal, it may actually represent a larger-than-expected addressable market for a product that most consumers have never used and whose likely price was not disclosed to those surveyed. Interest could wane significantly once a price above $2,000 comes into play, and supply chain reports suggest smooth availability may not happen until 2027.

Consumer confidence in AI integrations fell sharply between 2024 and 2025 before rising slightly in 2026, although this figure remains low at 12%. Previous surveys found that the majority of iPhone users felt existing ‌Apple Intelligence‌ features added little or no value to their experience.

Price remains the driving factor in upgrade decisions, cited by 55% of respondents, followed by longer battery life at 52% and more storage at 38%. These top three motivators are unchanged from 2025, when price led at 62%, battery life at 54%, and storage at 39%.

Camera features (27%) and screen size (22%) rank well ahead of foldable devices or AI as motivators to upgrade. Smartphone owners also aren’t particularly swayed by whether a phone is thinner or available in new colors, findings that are relevant given Apple’s recent focus on the ultra-thin iPhone Air and expanded color options across its lineup.