Apple’s iPhone Ultra could finally kickstart the foldable market as new survey suggests millions might upgrade for a foldable phone

• A new survey suggests a foldable iPhone could be surprisingly popular
• It claims 14% of iPhone users cite ‘new phone concepts’ as their biggest reason for upgrading
• That might translate to millions of potential foldable iPhone customers

Despite the fact that smartphone companies have been making foldable phones for years now, the industry has never really taken off in a big way. But with Apple poised to enter the fray in September, the Cupertino giant could change the game in a big way — and a new survey seems to back that idea up.

According to research from CNET, up to 14% of iPhone users in the US feel that a “new phone concept” would be the primary motivator for them to upgrade their device. CNET specifically explained that this encompasses ideas like flip or foldable phones, which would conceivably include the upcoming iPhone Ultra.

Now, 14% might not seem like a lot, but remember that we’re talking about one of the most popular smartphone brands on the planet here.

Apple’s latest financial results show that, in the three months to March 28, 2026, the company made almost $57 billion in revenue from the iPhone alone. While Apple doesn’t report how many individual units that comprised, research from analysts at IDC pegged the number of iPhones sold in 2025 to 247.4 million.

In other words, even if only 14% of iPhone users upgrade to the foldable iPhone Ultra, that’s an enormous number of people — and a massive revenue boost for Apple, considering the device is rumored to cost upwards of $2,000.

Would you buy a foldable iPhone?

Interestingly, CNET itself didn’t seem to be very impressed with the survey results. The outlet argued they showed that “smartphone users aren’t sufficiently impressed by new features and concepts to consider upgrading their phones,” saying that “only” 13% of smartphone users overall are tempted by new designs.

But when we consider the sheer numbers involved here, even 1% is a sizeable figure. It’s also worth remembering that, given its expected sky-high price tag, most iPhone users will understandably pass on the iPhone Ultra. With a cost of $2,000 or more, you’re never going to see a survey where, say, 50% of customers say they want to take the plunge.

But what about you? Are “new phone concepts” like the iPhone Ultra tempting you to splash the cash on a new iPhone upgrade? Or would you rather stick with more traditional form factors? Let us know if you’d consider buying the iPhone Ultra in the poll below.

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Alex Blake has been fooling around with computers since the early 1990s, and since that time he’s learned a thing or two about tech. No more than two things, though. That’s all his brain can hold. As well as TechRadar, Alex writes for iMore, Digital Trends and Creative Bloq, among others. He was previously commissioning editor at MacFormat magazine. That means he mostly covers the world of Apple and its latest products, but also Windows, computer peripherals, mobile apps, and much more beyond. When not writing, you can find him hiking the English countryside and gaming on his PC.