Apple faces a potential challenge as consumer demand for foldable phones and advanced AI features remains low, according to a recent survey.

Only 13% of U.S. smartphone owners said they’d consider upgrading for foldable designs, while 12% cited AI integrations as a motivator. Among iPhone owners, interest in foldables rose slightly to 14%, but price still dominates upgrade decisions, cited by 55% of respondents. Battery life (52%) and storage (38%) followed, with camera features (27%) and display size (22%) outpacing foldables and AI. Apple Intelligence adoption lags, with prior surveys noting minimal user value from existing features.

The $2,000 starting price of the rumored iPhone Ultra could further dampen interest, especially as supply chain reports suggest availability may not stabilize until 2027. While foldables target an untapped market, the steep cost risks limiting adoption. CNET’s survey of 2,407 users highlights a broader disconnect: consumers prioritize practicality over innovation. iPhone 18 Pro and iOS 27 updates—featuring rumored AI enhancements—may struggle to shift this trend without addressing core upgrade drivers.

Price and performance remain king in smartphone upgrades. Until foldables or AI offer clear, tangible benefits at competitive price points, their appeal will likely stay niche. Apple’s focus on ultra-thin designs and new colors also appears secondary to these fundamentals, per survey findings.