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A new survey of US smartphone users reveals what truly convinces buyers – and foldable designs and AI features aren't among them. This is significant for Apple: The iPhone Ultra (also known as the iPhone Fold) and an expanded Apple Intelligence suite are slated for release this fall. Both features, which the company hopes will boost sales, fared poorly in the survey.
A YouGov survey commissioned by CNET polled 2,407 US smartphone owners between April 29 and May 1, 2026, about their reasons for upgrading. While price and battery life clearly top the list, the two topics Apple has recently prioritized most in its marketing lagged far behind. This is particularly true for the anticipated iPhone Ultra, with a starting price of around $2,000 – a device expected to introduce a completely new form factor to Apple's portfolio.
Key figures at a glance
Only 13 percent of respondents indicated that a foldable or flip design would motivate them to upgrade. Among iPhone users, the figure was slightly higher at 14 percent. AI integrations appeal to a similarly small group at 12 percent – a figure that, after a significant drop between 2024 and 2025, has only recently seen a slight increase.
The picture is quite different when it comes to traditional purchasing arguments: Price remains unchallenged at the top with 55 percent, followed by longer battery life at 52 percent and more storage space at 38 percent. The ranking is unchanged compared to 2025, although the absolute values have fallen slightly. In 2025, price was at 62 percent, battery life at 54 percent, and storage at 39 percent. Camera features reach 27 percent, and display size at 22 percent – both of which are clearly more important than foldable designs.
Why the 13 percent are more complicated than they seem
The 13 percent interest rate in foldable devices is widely interpreted as evidence of a lack of appeal. However, a closer look reveals a less clear-cut interpretation. Those surveyed have no firsthand experience with the concept of a foldable iPhone, and the expected starting price of over $2,000 was not addressed in the survey. Once this factor is factored into purchasing considerations, the number is likely to drop significantly – but for a product in a category that doesn't yet exist in Apple's portfolio, 13 percent is not an automatic failure.
To make matters worse, production doesn't promise a rapid ramp-up. The supply chain indicates that smooth availability isn't realistic until 2027 – significantly after the planned market launch. Therefore, anyone expecting mass adoption in the first model year is likely to be disappointed, regardless of survey interest.
Apple Intelligence: neither a driver nor a hindrance
The data situation regarding AI features is equally bleak. Previous surveys had already shown that the majority of iPhone users attribute little to no added value to the currently available Apple intelligence features. The current survey confirms this impression: AI remains no reason for most buyers to purchase a new device.
This doesn't mean, however, that Apple's AI strategy is doomed. AI features tend to operate more in the background – for example, in photo processing, writing tools, or the revamped Siri. These very features rarely appear in surveys as standalone upgrade motives because users perceive them as standard improvements. Those who evaluate Apple Intelligence solely based on explicit purchase reasons underestimate the indirect impact of such functions.
What really moves the market
The survey paints a clear picture: smartphone buyers continue to make pragmatic decisions. Price remains the most important factor, followed closely by battery life, and storage space in third place. This aligns with Apple's recent moves with the iPhone 18 Pro and its lineup, where battery life and efficiency have been key topics in previous reports.
Also noteworthy is the slight decline in the top arguments compared to 2025. If fewer respondents cite "price" or "battery" as a key motivation, this suggests a general market saturation rather than a shift in priorities. Overall, smartphones are so good that many users simply don't see a compelling reason to upgrade.
Context for Apple's fall strategy
For Apple, the figures present a mixed picture. The company is preparing two major narratives for the fall: the iPhone Ultra as a completely new product category and an expanded Apple Intelligence suite intended to renew its AI promise. The survey suggests that neither of these arguments alone is enough to trigger a widespread shift in customer loyalty.
That doesn't mean the strategy is wrong, though. Apple doesn't need to position premium devices and AI features as immediate upgrade drivers. In the long run, they contribute to brand image and innovation leadership—an effect that's difficult to measure in surveys about individual purchase motives. The crucial factor will be how skillfully Apple tells the story at launch: not "foldable or AI as an end in itself," but how these features solve concrete problems. With the iPhone Ultra, for example, it's multitasking or a large display that doesn't break a pocket. With Apple Intelligence, it could be about real time savings in everyday life.
What the survey reveals about Apple's fall plans
The YouGov survey isn't a rejection of Apple's strategy, but a reminder that buyers think more pragmatically than marketing narratives suggest. The iPhone Ultra won't sell on the mere mention of "foldable," and Apple Intelligence will hardly be a sufficient reason to switch devices on its own. Both of these features will only work when they're reflected in the classic arguments of price, battery life, and convenience. Apple still has a few months to prepare for exactly that. (Photo by seveniwe / Bigstockphoto)
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