While major tech companies, led by Apple, race to convince us that the future lies in foldable screens and algorithms that think for us, the average user seems to have a completely different opinion. While reports and conferences are filled with buzzwords about the “artificial intelligence revolution” and the “dawn of foldable phones,” the numbers suggest that companies and users are living in completely different worlds, where traditional priorities still reign supreme.

Numbers don't lie: The gap between ambition and reality
A recent study conducted by YouGov for CNET, which surveyed over 2400 smartphone owners in the United States, revealed a potentially painful truth for marketing executives. According to the survey, only 13% of respondents expressed a desire to upgrade to a foldable phone, while the percentage of those interested in artificial intelligence features as a reason for upgrading did not exceed 12%.

These findings put Apple in an interesting position, especially as it prepares to launch its expanded Apple Intelligence suite this fall, alongside strong rumors about an “iPhone Ultra” or even a prototype foldable iPhone. It seems users haven't quite swallowed the bait of these future technologies yet, or perhaps they don't see the added value in them that justifies the hefty price tag.
What does the user really want? The answer is in your pocket.
If foldable screens and artificial intelligence aren't driving the market, what really matters to people? The answer is classic, as we predicted. Price tops the list of upgrading motivations at 55%, followed by longer battery life at 52%, and then larger storage capacity at 38%. This holy trinity (price, battery, and storage) has dominated consumers' minds for years, and its ranking hasn't changed much since 2025.

Even camera features (27%) and screen size (22%) ranked significantly higher than artificial intelligence. Ironically, the focus on making phones thinner or offering new colors—strategies Apple has recently emphasized with the iPhone Air leaks—hasn't resonated much with users, raising questions about how well companies' visions align with the real needs of the average consumer.
A foldable iPhone for $2000... who would buy it?
Specifically for Apple's target audience, interest in foldable phones was slightly higher (14%). With the iPhone 18 Pro launch approaching, potentially coinciding with the debut of a foldable iPhone at an estimated price of $2000, the task ahead appears daunting. If interest is weak and the product is still relatively unknown, what will happen when users are confronted with the astronomical price tag?

Reports suggest that these phones may not be readily available until 2027, giving Apple more time to convince us that we desperately need foldable phones. Until then, it seems users will remain attached to their traditional phones, as long as their batteries last a full day and their storage holds thousands of photos, without needing artificial intelligence to tell them what it already knows.
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