Most Smartphone Buyers Aren’t Sold on the Unique Form Factor

A recent CNET survey reveals that despite the growing hype around foldable smartphones, most consumers are not interested in buying one. According to the survey, 64% of respondents say they are not willing or interested in purchasing a foldable smartphone in the next year. This is a significant number, considering that foldables have been a staple of the smartphone release cycle for years now.

The survey, conducted by YouGov Plc. and commissioned by CNET, found that only 13% of respondents say they are interested in buying a foldable smartphone in the next year, while 20% are unsure. The remaining 3% say they already own a foldable smartphone. The resistance to buying a foldable phone is fairly consistent across age groups, with millennials being the most keen to venture into foldable territory, followed by Gen Zers, Gen Xers, and Boomers.

One of the biggest issues preventing people from buying a foldable smartphone is high prices. According to the survey, 36% of respondents say that the high cost is a major deterrent. Durability concerns, not understanding the advantages over a regular phone, and perceived lack of practicality are also major concerns. Additionally, 15% of people say foldables are too bulky, while 10% said their preferred brand doesn’t make a foldable yet. Concerns about subpar camera quality and limited availability of foldable models are also cited by some respondents.

Despite these concerns, phone makers are not giving up on foldables. Companies like Samsung, Motorola, and Google have released their own foldable devices, and Apple is rumored to be developing a foldable iPhone. According to Thomas Husson, principal analyst at Forrester, Apple’s potential entry in the market later in 2026 could indeed help legitimizing and democratizing the category.

Foldables make up under 5% of smartphone shipments, according to a report by TrendForce. However, sales are expected to rise, with an IDC report saying foldable shipments will reach 45.7 million units worldwide by 2028, a significant increase over the 18.1 million units shipped in 2023. However, adoption is still relatively slow, and companies are fighting tooth and nail to make their phones sleeker, cheaper, and more powerful.

Samsung’s latest Galaxy Z Fold 7, for example, puts the emphasis on a slimmer build and better camera, while slapping on a $2,000 price tag that will likely only make it appeal to die-hard tech enthusiasts or people without strict budget constraints. Motorola, meanwhile, has focused on developing more budget-friendly versions of its Razr smartphones, so you don’t have to break the bank to tap into that foldable nostalgia in 2025 and beyond.

The barriers to buying a foldable smartphone are complex and multifaceted. Companies need to address concerns about durability, price, and practicality, while also educating consumers about the benefits of foldables. Apple’s potential entry into the market could be a game-changer, but it remains to be seen whether the company can overcome the hurdles that have held back foldable adoption so far.

In the meantime, phone makers will continue to innovate and experiment with new foldable designs and features. As the market evolves, it’s possible that foldables will become more mainstream and appealing to a wider range of consumers. But for now, they remain a niche market, with a dedicated but relatively small group of enthusiasts driving demand.

Methodology

The CNET survey was conducted by YouGov Plc. and commissioned by CNET. The survey was carried out online between July 1 and 3, 2025, and included a total sample size of 2,121 adults. The survey was weighted to be representative of all US adults aged 18 and older.