A new survey commissioned by CNET and conducted by YouGov among 2,407 U.S. smartphone owners has revealed surprising data for the industry. Only 13% of respondents would consider upgrading for a foldable or flip phone design, while just 12% cited AI integrations as a motivator. This poses a direct challenge to Apple, which is preparing to launch both the rumored foldable “iPhone Ultra” and an expanded Apple Intelligence suite this fall. Price remains the overwhelming driver of upgrade decisions (55%), followed by longer battery life (52%) and more storage (38%). Camera features (27%) and display size (22%) rank well ahead of foldables or AI. Consumers are also not swayed by thinner designs or new colors, a relevant note given Apple’s emphasis on the ultra-thin iPhone Air and expanded color options.
The Foldable Paradox
Despite only 13% interest, this figure may actually represent a larger addressable market than expected for a product most consumers have never used and whose likely price – around $2,000 – was not disclosed to respondents. Interest could shrink considerably once the real cost enters the picture, and supply chain reports suggest smooth availability may not occur until 2027. Interest in foldables is slightly higher among iPhone owners (14%), but remains marginal. Apple is widely expected to launch its first foldable iPhone alongside the iPhone 18 Pro this fall, but survey data indicates the road to mass adoption is still long.
AI Integration Falls Flat
Consumer sentiment around AI features dropped sharply from 2024 to 2025 before edging slightly higher in 2026, still at a low 12%. Previous surveys found that the majority of iPhone users felt Apple Intelligence added little to no value to their experience. This raises questions about the massive marketing campaigns betting on AI as the next killer feature. Consumers seem more interested in tangible, concrete improvements such as a better camera or larger display rather than abstract software functions. For a deeper look at how AI is transforming other sectors, read the article on AI as a double-edged sword between innovation and security risks.
Why You Might Want to Wait to Buy a New iPhone
If the survey data suggests weak appeal for foldables and AI, another reason pushes consumers to delay purchase. According to Bloomberg and The Information, Apple is working on a special 20th-anniversary iPhone expected for September 2027. The device will feature the biggest redesign since the iPhone X in 2017. Bloomberg reports it will have “glass edges that curve seamlessly into the display on all four sides.” The Information adds that one early prototype eliminated bezels entirely, with only a “narrow metal band running around the midpoint of the device's edge, where the buttons sit.” Apple is also aiming for no cutouts in the screen, with the front camera and Face ID moved under the display, though it is unclear if the technology will be ready by 2027. Since the average user keeps an iPhone for two to four years, those not in a hurry to upgrade may find this device to be the true generational leap. Meanwhile, September 2026 will bring the iPhone 18 Pro, iPhone 18 Pro Max, and the first foldable iPhone, followed by the iPhone 18, iPhone 18e, and a second-generation iPhone Air in March 2027.
Camera and Other Priorities
Camera features (27%) and display size (22%) remain among the most influential factors. With Canon, Sony, and Panasonic pushing photography forward with 7K video and larger sensors, attention to image quality is set to grow. Learn more about this 2026 photography trend. Smartphone makers must balance radical innovations with real user needs, or risk market indifference. For additional details on consumer dynamics, the Wikipedia page on the iPhone is a valuable resource.
In summary, the survey data and rumors about the future iPhone suggest that 2026 and 2027 could mark a turning point, but only for those who listen to what users actually want: battery, storage, camera, and only then foldables and AI.
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