CNET commissioned YouGov to poll 2,605 US adults between August 13 and 17, and three out of four said they are not interested in an Apple foldable. Interest is low in every generation surveyed, though not evenly: 83% of Boomers and 77% of Gen X would pass, against 69% of Gen Z and 68% of millennials. Among the quarter who are still interested, the average they would spend is $781, roughly $48 below the $799 a standard iPhone 17 costs today. The foldable has been rumored at $2,000 or more.
41% of respondents said they are rethinking their upgrade plans because they expect prices to rise, 9% will upgrade only if a trade-in or carrier promotion covers the cost, and 22% have no plans to upgrade at all regardless of what Apple releases. Apple raised prices on most of its devices in June, citing the global memory shortage, and left iPhone, Apple Watch and AirPods untouched at the time. The iPhone 18 Pro is expected to cost more than its predecessor for the same reason. Apple has set its event for September 9, where the foldable is expected to be unveiled.