The foldable smartphone market is set for a significant average price increase, driven by Apple's entry into the segment. According to a report by Counterpoint Research released this week, the average selling price of foldable devices will reach $1,485 in 2026, up 18% from 2025 and 29% from 2024. The analysis highlights how the arrival of the highly anticipated iPhone Fold (also referred to as iPhone Ultra) represents a turning point for a rapidly evolving category.
Impact of the iPhone Fold on average foldable prices
The Counterpoint Research report emphasizes that Apple's entry into the foldable market is a key factor behind the ASP increase. While clamshell models are becoming more affordable due to increased competition and economies of scale, book-type devices continue to occupy the premium segment. The iPhone Fold, expected to be priced between $2,500 and $3,000 according to IDC estimates, will help keep attention on high-priced segments. Counterpoint forecasts that the shipment share of foldables priced between $1,600 and $2,000 will nearly double, from 30% in 2025 to 58% in 2026.
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Diverging form factors: book-type rising, clamshell falling
The two main foldable form factors are following opposite trajectories. Clamshell devices, such as the Samsung Galaxy Z Flip, have become cheaper and are approaching traditional premium smartphones. In contrast, book-type models, including the Galaxy Z Fold and now the iPhone Fold, integrate larger screens, improved hinges, bigger batteries, advanced cameras, and productivity-focused features. As book-type models now account for a larger share of total shipments, they are driving the overall ASP upward. This trend is expected to strengthen with Apple's arrival, which will bring further attention to software, app continuity, and productivity support.
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Apple's role in shaping the foldable market
According to Counterpoint, Apple's entry into the foldable market will not only influence prices but also boost interest in the entire category. Cupertino has a history of redefining market segments, as seen with smartwatches and wireless earbuds. With the iPhone Fold, Apple aims to consolidate its ecosystem by offering a device that seamlessly integrates hardware and software. Notably, the recent launch of iOS 27 with Trust Insights demonstrates Apple's focus on security and AI features, which could also be leveraged in foldables. Moreover, the evolution of the foldable market aligns with broader trends in process optimization and automation, as highlighted in the report on Lean Six Sigma and BPM with AI.
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Forecasts indicate that the average price of foldables will continue to rise, driven by demand for increasingly capable and versatile devices. For further insights into the industry dynamics, refer to the Wikipedia page on foldable smartphones.
