Apple's 1,999 dollar Foldable iPhone Raises Questions Over Who It Is For

Apple has officially entered the foldable smartphone market with its new iPhone, priced from $1,999 in the US. The device comes with a large foldable display and a range of features aimed at productivity, entertainment and everyday smartphone use. However, despite the excitement surrounding the launch, one question remains: who exactly is Apple’s foldable iPhone designed for?

At its launch event in Cupertino, Apple showcased the device running apps such as Zoom, Slack and Netflix on its expanded screen. The company highlighted how the larger display could make the phone useful for professional work, content creation and entertainment, effectively combining some of the advantages of a traditional smartphone and tablet.

Apple CEO John Ternus focused heavily on the larger screen, saying it provides an experience that feels similar to using an iPad while retaining the familiar iPhone experience. Apple also sees the device as a potential personal hub for artificial intelligence, with the additional screen space offering more room for AI-powered features and applications.

Analysts watching the launch felt that Apple did not clearly explain who should actually buy the device. Unlike some of its previous products, the company appeared reluctant to define a specific target audience for the foldable iPhone. The lack of a clear purpose could become a concern once the initial excitement surrounding the product begins to fade.

Apple's strong brand reputation is likely to generate substantial demand in the early stages. Loyal iPhone users and technology enthusiasts may be willing to pay the premium simply to experience Apple's first foldable phone. Analysts, however, believe the device's high price could prevent it from moving beyond a relatively wealthy group of early adopters.

The challenge is particularly significant because foldable smartphones remain a small part of the overall mobile-phone market. Research firm IDC expects foldable devices to account for less than 3% of global smartphone sales in 2026, with limited growth expected in 2027. Apple's entry could increase interest in the category, but it may not immediately transform foldables into a mainstream product.

Neil Shah of Counterpoint Research said Apple's presentation did not make it completely clear whether the foldable iPhone was primarily intended for work or entertainment. Instead, the company appeared to rely on the broader idea that an iPhone should be a versatile device capable of handling different types of tasks. Apple has successfully created clear identities for several of its products in the past. When Steve Jobs introduced the iPad in 2010, Apple positioned it as a new type of device focused heavily on browsing, media and entertainment. The Apple Watch also evolved from being promoted partly as a fashion accessory into a device strongly associated with health and fitness.

The company had a more difficult experience with its Vision Pro headset, launched in 2023. Although the technology attracted significant attention, its high price and uncertainty over everyday applications limited its appeal. Analysts now wonder whether the foldable iPhone could encounter a similar problem if consumers do not see enough practical advantages over a conventional iPhone. Despite these concerns, Apple is expected to benefit from strong pent-up demand. Counterpoint Research estimates that the company could sell close to 6 million foldable iPhones by the end of the year. Such sales would immediately give Apple a significant position in a market where Samsung currently has a major advantage.

Samsung has been selling foldable smartphones since 2019 and remains the market leader. The company has faced its own challenges, including early durability problems that affected some of its first foldable models. However, Samsung has continued improving the technology and now holds around 40% of the global foldable smartphone market, according to Counterpoint. Other major technology companies, including Google and Huawei, have also entered the foldable segment. Samsung recently introduced another redesigned foldable model and has used Apple's arrival to promote its own experience in the category.

Apple's entry is nevertheless expected to provide a significant boost to the overall foldable smartphone industry. Omdia forecasts global foldable smartphone shipments of around 22.3 million units in 2026, with Apple's arrival expected to deliver the biggest annual boost to the segment since 2021. The bigger challenge for Apple will be convincing consumers that a foldable design is worth paying nearly $2,000 for. The device could initially become a highly desirable status symbol among Apple enthusiasts and wealthy technology buyers. But for it to become a mainstream success, Apple will need to show that the larger display offers meaningful benefits that justify the substantial price premium.

The foldable iPhone appears to be aimed at consumers who want the latest Apple technology and are willing to pay for it. Whether it eventually becomes a widely adopted part of the iPhone family or remains a premium niche product will depend on how consumers respond after the initial launch excitement disappears.

Disclaimer: This image is taken from Reuters.