28th August 2026 – (New York) A recent online survey conducted by a third-party organisation between 13th and 17th August has revealed limited enthusiasm among American adults regarding Apple’s upcoming iPhone Ultra, the company’s first foldable model. Of the 2,605 respondents, seventy-five per cent indicated they had no intention of purchasing the device, primarily due to its anticipated high cost.
Analysis by age group highlighted a lukewarm response across all demographics. Among Baby Boomers, born between 1946 and 1964, eighty-three per cent were not interested in the device. Seventy-seven per cent of Generation X respondents, born from 1965 to 1980, shared this view. Millennials, defined as those born between 1981 and 1996, showed a slightly greater openness, but sixty-eight per cent still indicated no intention to buy. Generation Z, covering those born from 1997 to 2012, proved the most receptive; yet sixty-nine per cent of them said they would also decline the new handset.
Despite this general scepticism, around one quarter of respondents expressed an interest in the foldable iPhone, suggesting there may yet be a notable pool of potential buyers within this emerging category. The survey also underscored a pronounced sensitivity to price. On average, respondents stated a willingness to pay 781 US dollars for a foldable iPhone, slightly below the launch price of the standard iPhone 18, set at 799 US dollars this year.
Breaking down by generation, Generation Z was prepared to spend the highest amount, averaging 919 US dollars, followed by Millennials at 859 US dollars, Generation X at 690 US dollars, and Baby Boomers at just 572 US dollars.
However, industry sources suggest the retail price of the iPhone Ultra may exceed 2,000 US dollars, considerably higher than the expectations set in the survey. Apple has previously cited global increases in memory chip costs as justification for hiking prices on Mac and iPad models in June 2026, although prices for the iPhone, Apple Watch and AirPods have remained unchanged. The official launch of the foldable iPhone Ultra is widely expected to take place at Apple’s autumn event scheduled for 9th September.