The news: Hardware players are diving into foldable phones, but consumers aren’t impressed yet.

Launches ahead include Motorola’s $1,899.99 Razr Fold, which will debut in the US later this month, and an anticipated foldable iPhone from Apple could arrive by September priced above $2,000, per Bloomberg.

However, these hardware innovations aren’t convincing shoppers to buy in. Only 13% of smartphone owners would consider upgrading to a new phone concept like a foldable, per CNET. Instead, price (55%) and longer battery life (52%) are the biggest motivators to get a new phone.

What it means: Consumers are communicating that novelty alone isn't enough to drive smartphone demand, and that everyday utility remains the strongest purchase driver.

• Foldables could risk being perceived as incremental rather than essential, especially as standard smartphones continue to improve on core features.
• Until original equipment manufacturers (OEM) can clearly differentiate them through must-have use cases, or bring prices closer to standard phones, adoption will likely remain limited to niche, high-income segments.

The opportunity: While interest in foldables is lukewarm, Apple may be best positioned to take the market if it can compete on price and availability. iPhone users are slightly more motivated to upgrade over form factors than Samsung customers and the general population, as 14% would get a new phone because of a fresh hardware concept.

• This increase is incremental, but it shows Apple has a slightly stronger ability to translate curiosity into purchases, likely due to brand loyalty.
• Even small differences in interest suggests Apple could accelerate foldable adoption faster than its peers, especially if it leans on ecosystem lock-in rather than positioning it as entirely new.

Recommendations for marketers: Marketers shouldn’t overinvest in foldable-specific creative or experiences for a broad audience yet. However, those looking to target premium users—who may be more likely to buy into a foldable—can explore activations and promotions based around the devices’ novelty. That includes multitasking demos, gaming or video experiences, and premium trade-in offers that soften the high price point.

This content is part of EMARKETER’s subscription Briefings, where we pair daily updates with data and analysis from forecasts and research reports. Our Briefings prepare you to start your day informed, to provide critical insights in an important meeting, and to understand the context of what’s happening in your industry. Non-clients can click here to get a demo of our full platform and coverage.