Apple looks to AI capabilities to drive its new foldable phone sales

By the Editorial Team · Wednesday, September 9, 2026

Apple is preparing to launch its first foldable phone equipped with advanced AI features, entering a market led by competitors like Samsung. The device’s expected price above $2,000 reflects rising component costs and premium positioning, with analysts forecasting strong initial sales that could significantly impact Apple’s overall iPhone revenue.

Apple is set to unveil its first foldable phone, aiming to leverage artificial intelligence capabilities to attract buyers and boost sales in a market that has seen gradual growth since foldable devices first appeared in 2019. The announcement, expected from Apple executive John Ternus, marks the company’s entry into a segment dominated by established players such as Samsung, which recently released the eighth generation of its foldable phone.

Foldable phones offer users expanded screen space and features such as the ability to view multiple pages simultaneously without switching apps. These devices, however, require more advanced hardware, including increased memory and additional chips, contributing to their typically high prices. The component demand, driven partly by the surge in AI data center needs, has caused chip costs to rise, pushing retail prices of foldable phones above the $2,000 mark.

Industry analysts anticipate that Apple’s foldable phone may retail for more than $2,000, a figure comparable to Samsung’s initial foldable release in 2019 when adjusted for inflation. The premium pricing reflects both the cost of advanced components and the novelty factor that often attracts early adopters. Recent data shows the foldable phone segment is expanding; Samsung reported an 8 percent increase in sales for its latest foldable series compared to its prior launch, according to market research firm Counterpoint Research.

Market watchers see significant revenue potential from Apple’s foldable device. Morgan Stanley projects that Apple could sell approximately 6.5 million foldables within the first three months of availability, potentially accounting for up to 16 percent of total iPhone sales during that period. Additionally, analysts at Arete suggest that the positive reception of the foldable may allow Apple to increase prices on its other iPhone models by $100 to $200 in 2027, helping to offset rising production costs.

Despite Apple’s entry, competition remains stiff, especially in China, home to the largest foldable phone user base. Chinese brands such as Huawei and Xiaomi recently launched their newest foldable models, making China a challenging market for Apple to penetrate. Nonetheless, Apple’s strong brand loyalty and the integration of AI features are expected to drive sales in other global markets, where premium consumers are willing to invest in advanced mobile technology.

Apple’s foldable phone launch highlights the company’s strategic approach to entering evolving markets by refining and enhancing existing technologies rather than being a first mover. This measured entry aims to capitalize on lessons learned from early devices while tapping into growing consumer interest in foldables combined with AI functionality.

This article was reported by synthesizing coverage from multiple independent news outlets to present a balanced, unbiased account. Read about our editorial standards. Spotted an error? Let us know.