A report by Counterpoint Research revealed that Apple's entry into the market for foldable smartphones will be a driving factor in increasing the average selling price (ASP) of this category by 18%. The report predicts that the ASP of foldable smartphones will reach $1,485 in 2026, an increase of 18% from 2025 and 29% from 2024.

According to "9to5mac," Counterpoint expects the average selling price of foldable phones with a book-style design to continue rising. This is the design expected for the iPhone Fold, which is also rumored to be called iPhone Ultra.

What will happen in the market for foldable phones?

The company's report continued that the two main designs of foldable smartphones are heading in different directions. The prices of conventional foldable phones have decreased as more brands enter the market and production increases, making them closer to alternatives for luxury smartphones with traditional designs. Meanwhile, book-style foldable phones still occupy a prestigious position in the higher price category, as manufacturers integrate larger screens, better hinges, larger batteries, improved cameras, and productivity-focused features.

As these phones' share of total foldable phone shipments increases, so does their average selling price (ASP).

The report also indicates that the share of shipments of foldable phones priced between $1,600 and $2,000 is expected to nearly double from 30% in 2025 to 58% in 2026. In contrast, the share of smartphones priced at $2,000 or more is expected to decline from 3% to 2%.

The iPhone Fold is currently expected to join this higher price category, with IDC recently forecasting that its average selling price will be around $2,500 and some models could reach $3,000.