The concept of a foldable iPhone has captivated Apple enthusiasts for quite some time, with increasing speculation about its eventual release coinciding with the upcoming 20th anniversary of the iPhone. Apple insider Mark Gurman has hinted that the company has a unique marketing strategy planned for this innovative device, distinguishing it from rivals like the Samsung Galaxy Z Fold 7 and Google Pixel 9 Pro Fold. Unlike these competitors, the foldable iPhone is expected to be positioned as a premium offering within Apple’s flagship lineup, akin to the current Pro Max models. Apple’s approach seems focused on perfecting the foldable design, particularly aiming for an almost invisible crease, which could set a new standard in the market.
However, consumers should anticipate a price tag significantly higher than any previous iPhone. The foldable smartphone market has seen slow adoption rates and disappointing sales figures. Samsung has lowered its sales projections for its upcoming Galaxy Z Flip 7 and Fold 7, producing only around 200,000 units due to expectations that it won’t sell out quickly, especially in limited markets with higher purchasing power. This brings into question the effectiveness of Apple’s marketing strategy for the foldable iPhone, given the market’s hesitance to embrace foldable technology.
Additionally, Apple has faced challenges before with high-priced devices. The Apple Vision Pro, despite being lauded as one of the best AR headsets, fell short of sales expectations, largely because of its hefty price of $3,499. While the iPhone, as a well-established product, may have a better chance of succeeding in the foldable market, skepticism remains about whether Apple can successfully navigate the pricing and consumer response issues that have plagued the foldable industry.