Foldables: Still Uncool Despite Tech Fixes?

Foldable phones have undergone substantial design refinements, becoming thinner and more conventionally shaped. However, the inherent act of unfolding a device in 2026 still strikes some as an unnecessary throwback, reintroducing a hinge to a seamless glass experience. This persistent perception leaves foldable phones feeling caught between technological advancement and a lack of mainstream desirability.

While Samsung has significantly improved its foldable offerings since the Galaxy Fold's 2019 debut, the price point remains a barrier, with models like the Z Fold 8 Ultra exceeding $2,000. Notably, these devices are up to 48% cheaper in Korea. The true cultural challenge for foldables may rest with Apple, historically adept at popularizing categories with refined products.

Anticipation surrounds the rumored iPhone Ultra, potentially launching in September 2026 with a price tag also expected to exceed $2,000. While foldables offer benefits like larger screens for media consumption and gaming, their "geeky" image and public visibility can be off-putting. For many, the desire is for a device that doesn't attract undue attention.

Ultimately, Apple's biggest hurdle with its anticipated foldable might not be technical, but rather convincing consumers that these devices, at their steep prices, can be genuinely cool. Samsung has pioneered the foldable market, but Apple's challenge will be to transform the foldable phone from a niche gadget into a desirable, mainstream product, much like it has done with previous product categories.