Apple's iPhone Ultra could raise foldable prices by almost 20% — no wonder Samsung isn't scared of its arrival

A new report suggests foldable phone prices could rise by 18% this year

That's in part due to the iPhone Ultra, which could launch at a very high price

Samsung and other brands may well cash in on this market shift

2026 could be one of the biggest years for foldable phones yet, as the foldable iPhone Ultra looks set to finally arrive in September. But while that’s sure to excite anyone who’s been waiting for an Apple-made foldable, it could also come with some bad news for consumers.

You see, according to a recent Counterpoint Research report (via 9to5Mac), the average price of foldable phones could rise by as much as 18% this year, and that increase will in part be thanks to Apple’s upcoming model.

Specifically, the average price is predicted to rise to $1,485 (roughly £1,110 / AU$2,140), and that’s in part because the iPhone Ultra itself will probably cost significantly more than that, with a recent IDC report predicting that the phone could retail for as much as $2,500 (around £1,870 / AU$3,600) — and that might just be the starting price.

This being an iPhone, it’s sure to be popular and could therefore drive up the average price of foldable phones. But its impact might extend to other brands too, because a $2,500 foldable iPhone could make such prices more palatable when attached to phones from Samsung and other companies.

A welcome rival

With this in mind, it’s perhaps no surprise that a Samsung exec said last year that the Korean giant is “welcoming others to join this category,” in response to a question about the iPhone Ultra’s arrival.

Don’t be surprised, then, if future Samsung foldables cost more than current ones — and not just because of rising RAM prices and inflation, but also because of the Apple impact.

Still, this Counterpoint report has some good pricing news too, as while it predicts that book-style foldables will continue increasing in price, clamshell models are expected to fall in price on average, bringing them “closer to premium bar-type smartphone alternatives.”

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So while book-style foldables might start feeling even further out of reach for a lot of buyers, clamshell models could become increasingly attainable.

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James is a freelance phones, tablets and wearables writer and sub-editor at TechRadar. He has a love for everything ‘smart’, from watches to lights, and can often be found arguing with AI assistants or drowning in the latest apps. James also contributes to 3G.co.uk, 4G.co.uk and 5G.co.uk and has written for T3, Digital Camera World, Clarity Media and others, with work on the web, in print and on TV.