Apple's foldable gamble: $2,500 price tag could redefine smartphone luxury

apple’s highly anticipated iPhone Ultra is poised to disrupt the smartphone market, but not in the way many predicted. Counterpoint Research reveals a stark reality: the foldable’s average selling price (ASP) is set for a significant jump, driven primarily by apple’s ambitious $2,500 starting point.

Foldable futures: a 18% asp surge predicted

According to the analyst firm’s projections, the iPhone Ultra’s presence will trigger an 18% increase in the overall foldable ASP by 2026. This isn’t merely a theoretical shift; it’s a consequence of apple’s deliberate strategy to position the device within the ultra-premium segment.

Apple’s planned production of 10 million units – fueled by surging demand – is anticipated to further amplify this trend. IDC estimates the iPhone Ultra will begin at $2,500, with some configurations pushing past the $3,000 mark, effectively raising the bar for the entire category.

Beyond apple: a competitive response?

However, the story isn’t solely about Apple’s influence. Counterpoint’s data suggests that Samsung, for instance, might respond by raising prices on its Galaxy Z Fold 9, recognizing that consumers are increasingly willing to pay a premium for Apple’s brand cachet and innovative technology. The firm anticipates shipment of foldables priced between $1,600 and $2,000 will nearly double to 58% in 2026.

Interestingly, the affordability of traditional flip phones is also on the rise, driven by increased competition and mass production. Despite this trend, book-style foldables continue to dominate consumer preference, a dynamic expected to persist.

Last call for premium foldables?

While the iPhone Ultra’s introduction has sparked concerns about escalating prices, analysts suggest it might also create opportunities for savvy consumers. The Galaxy Z Fold 8 could be a relatively accessible entry point at around $1,999 – a price that may represent the last chance to acquire a high-end foldable at this level. Keep an eye out for deals on previous-generation models as the new iPhones land.

Ultimately, the rise of the iPhone Ultra isn’t just about a new device; it’s about a fundamental shift in the smartphone landscape. It’s a bold move that could reshape how we perceive value and prioritize features in the years to come.