The iPhone Ultra is expected to start at $2,500 and challenge the $3,000 mark in some configurations. | Image by FTP
We're all waiting for the iPhone Ultra to drop, but the latest Counterpoint research suggests it might not be all good news. According to the prediction of the analyst firm, Apple's first foldable phone will drive the average sale prices in the category by a hefty 18% in 2026.
iPhone Ultra's $2,500 price tag is the culprit
Apple ramped up the production plans for the iPhone Ultra to 10 million units. | Image by Ben Gaskin
The hype surrounding the first Apple foldable phone is immense. The latest Nikkei Asia report says Apple ramped up the production of the iPhone Ultra and is planning to have 10 million units manufactured, all due to the increased popularity of the model.
Meanwhile, another analyst firm chipped in with a price prediction. According to IDC, the iPhone Ultra will start at around $2,500, and some configurations will hit the $3,000 mark.
Apple's entry in the foldable market is also expected to further boost the upward ASP trend by keeping market attention on high-priced segments. This will increase interest in software continuity, app support, and productivity across foldable categories and help establish foldables as a higher-value segment within the smartphone market.
- Counterpoint Research, June 25, 2026
Counterpoint Research has taken this predicted value to extrapolate the foldable segment for next year. The company is predicting an 18% increase in average sale prices for the foldables in 2026 to $1,485.
Recommended For You
How much should a book-style foldable phone cost?
Are all foldables really going to cost more?
Foldable smartphone average selling price trend by form factor. | Image by Counterpoint Research
That's a difficult question. On one hand, Counterpoint talks about the average price in the segment, and this means the ultra-premium $2,500 price tag of the iPhone Ultra mathematically brings up the average.
This doesn't automatically mean all foldable phones will be 18% more expensive next year, it doesn't work that way.
Shipments of foldables priced between $1,600 and $2,000 is expected to nearly double in 2026. | Image by Counterpoint Research
On the other hand, if the initial reception of the iPhone Ultra is good and sales are sound, this might make other foldable manufacturers think twice when pricing their next foldable. To put it simply, Samsung might decide that if people are willing to pay $2,500 for the iPhone Ultra, they might as well pay more for the next Galaxy Z Fold 9.
These are all pure speculations, though, and let's hope the prices won't skyrocket with the iPhone Ultra's expensive price tag on top of all the RAM and storage shortages. In any case, there are some good news - flip phones are now much more widespread and they are getting cheaper.
Flip phones have become cheaper, but book-type foldables sell better
Flip phones are getting cheaper, but people are buying book-style foldables. | Image by PhoneArena
According to the Counterpoint data, flip phones have become much more affordable due to the large number of brands entering the market and scaling up mass production.
The price of the foldable flip phones is now close to that of the most non-folding premium candy bar flagships, reads the report. However, people seem to like book-style foldables more and the data shows this trend will increase in 2026.
Counterpoint predicts that the shipment of foldables priced between $1,600 and $2,000 is expected to double, from 30% in 2025 to 58% in 2026, showing that people will continue to prefer premium book-style foldable phones, even if they're much more expensive than the clamshell flip models.
Foldable smartphones, positioned by OEMs at higher price points with greater margin buffers to absorb component cost increases, are attracting less price-sensitive early adopters and premium users willing to pay for productivity, efficiency, and a stronger mobile experience. Foldables with large screens, especially book-type models, will offer a relatively distinct value-added opportunity in the smartphone market as a form factor suitable for AI-assisted multitasking.
- Liz Lee, Associate Director at Counterpoint Research
All other price segments in the foldable market are expected to shrink in 2026, and according to Counterpoint, premium book-style foldables will offer better value next year.
Is now a good time to buy a foldable phone?
The Galaxy Z Fold 8 could be a good deal at $1,999. | Image by Ice Universe
Another difficult question. With all the RAM and storage shortages, the expected launch of the new Galaxy Z Fold 8 and Z Flip 8 series, now might be a good time to think about getting a last-gen or even a previous-gen foldable phone.
We expect the Galaxy Z Fold 8 to try and stick to the $1,999 starting price of the previous generation, but this information is purely speculative. Samsung might decide to bump up the prices, but I guess we'll find out on July 22 when the foldables will be unveiled.
If the Galaxy Z Fold 8 launches at $1,999, this might be one of your last opportunities to get a premium book-style foldable at this price. Alternatively, you could wait for the official announcement and look one generation back, as Galaxy Z Fold 7 prices will drop once the new model is out.
Six-month unlimited plan is now 57% off
$90
$210
$120 off (57%)
Mint Mobile is now allowing you to get whichever plan you like for either three, six, or 12 months for just $15/mo. If you go for the six-month unlimited service, for instance, you'll now have to pay just $90 upfront instead of $210.
Mariyan, a tech enthusiast with a background in Nuclear Physics and Journalism, brings a unique perspective to PhoneArena. His childhood curiosity for gadgets evolved into a professional passion for technology, leading him to the role of Editor-in-Chief at PCWorld Bulgaria before joining PhoneArena. Mariyan's interests range from mainstream Android and iPhone debates to fringe technologies like graphene batteries and nanotechnology. Off-duty, he enjoys playing his electric guitar, practicing Japanese, and revisiting his love for video games and Haruki Murakami's works.
A discussion is a place, where people can voice their opinion, no matter if it
is positive, neutral or negative. However, when posting, one must stay true to the topic, and not just share some
random thoughts, which are not directly related to the matter.
Things that are NOT allowed:
Off-topic talk - you must stick to the subject of discussion
Offensive, hate speech - if you want to say something, say it politely
Spam/Advertisements - these posts are deleted
Multiple accounts - one person can have only one account
Impersonations and offensive nicknames - these accounts get banned
To help keep our community safe and free from spam, we apply temporary limits to newly created accounts:
New accounts created within the last 24 hours may experience restrictions on how frequently they can
post or comment.
These limits are in place as a precaution and will automatically lift.
Moderation is done by humans. We try to be as objective as possible and moderate with zero bias. If you think a
post should be moderated - please, report it.
Have a question about the rules or why you have been moderated/limited/banned? Please,
contact us.
Things that are NOT allowed:
To help keep our community safe and free from spam, we apply temporary limits to newly created accounts: