Foldables have been a staple of the smartphone launch cycle for years now, with choices from firms like Samsung, Motorola and Google. However regardless of the refreshingly distinctive type consider a sea of cellular uniformity, the overwhelming majority of customers nonetheless aren’t .
Based on a CNET survey, 64% of respondents say they don’t seem to be keen or fascinated about shopping for a foldable smartphone within the subsequent 12 months, whereas simply 13% say they’re. One other 20% aren’t positive if they need a foldable, and solely 3% say they already personal one.
Foldables started making a resurgence in smartphone type about six years in the past, when Samsung launched the first Galaxy Z Fold and Motorola introduced again the enduring Razr. Different firms like Google, Honor, Oppo and Huawei have launched their very own foldable gadgets, from book-style iterations to clamshell ones.
There’s nonetheless one key participant that hasn’t entered the sport but: Apple, which has been rumored to be creating a foldable iPhone for a number of years now. Studies say it is working with Samsung Show to develop screens for that upcoming cellphone. It is potential that when Apple enters the foldables area, curiosity will develop throughout the board.
“Apple’s potential entry out there later in 2026 may certainly assist [with] legitimizing and democratizing the class,” Thomas Husson, principal analyst at Forrester, advised me earlier this month.
A distinct segment market
Regardless of the quantity of choices, foldables stay a distinct segment market. They make up underneath 5% of smartphone shipments, in response to a report by TrendForce. However gross sales are anticipated to rise. An IDC report says foldable shipments will attain 45.7 million items worldwide by 2028, a big improve over the 18.1 million items shipped in 2023. Nonetheless, adoption is comparatively sluggish.
“It is a reasonably large dedication for the typical consumer to modify one thing they depend upon a lot,” Ryan Reith, group vp for IDC’s Worldwide Machine Tracker, advised me forward of Samsung Unpacked in early July. “No one desires a trade-off, particularly when you are going to make that huge transition.”
Telephones just like the Motorola Razr faucet into nostalgia, and likewise provide variations at a number of costs.
That is why firms are combating tooth and nail to make their telephones sleeker, cheaper and extra highly effective — to various levels. Samsung’s newest Galaxy Z Fold 7 places the emphasis on a slimmer construct and higher digital camera, whereas slapping on a $2,000 price ticket that may seemingly solely make it enchantment to die-hard tech fans or individuals with out strict price range constraints.
Motorola, in the meantime, has centered on creating extra budget-friendly variations of its Razr smartphones, so you do not have to interrupt the financial institution to faucet into that foldable nostalgia in 2025 and past. (Samsung additionally has a “extra inexpensive” model of its Galaxy Z Flip 7 that begins at $900).
Nonetheless, interesting to a wider client base will be difficult, particularly when so many individuals have reservations.
The limitations to purchasing a foldable
A few of the largest points stopping individuals from shopping for a foldable smartphone are excessive costs (36%), sturdiness considerations (31%), not understanding the benefits over an everyday cellphone (31%) and a perceived lack of practicality (26%). Additionally, 15% of individuals say foldables are too cumbersome, 10% stated their most well-liked model would not make a foldable but and eight% are involved about subpar digital camera high quality.
Lots of these perceptions may quickly change, because of the discharge of telephones just like the Z Fold 7, which locations an emphasis on thinness, sturdiness and a higher-grade digital camera. However different components like a excessive value can nonetheless be a hindrance. And for those who’ve sworn allegiance to a different model like Apple, it is potential nothing will persuade you to modify to a foldable till that particular firm makes one. That is the ability of brand name allegiance.
The resistance to purchasing a foldable cellphone is pretty constant throughout age teams. Millennials are essentially the most eager to enterprise into foldable territory, with 19% of respondents saying they’d be fascinated about shopping for one within the subsequent 12 months (nostalgia little question performs a task right here). They’re adopted by 14% of Gen Zers who could be keen to make that buy, 10% of Gen Xers and eight% of Boomers.
Up to now, that does not seem like stopping cellphone makers from placing their hat within the ring and seeing if they will persuade buyers to fold.
Methodology
CNET commissioned YouGov Plc. to conduct the survey. All figures, until in any other case said, are from YouGov Plc. Whole pattern dimension was 2,121 adults, of whom 2,064 don’t personal a foldable smartphone. Fieldwork was undertaken between July 1 and three, 2025. The survey was carried out on-line. The figures have been weighted and are consultant of all US adults (aged 18+).
