Apple Aims to Price iPhone Fold at $2,000, Compete with Samsung

Apple Inc. is preparing to unveil its first foldable iPhone, the iPhone Fold, in the latter half of 2026. The market generally expects the device to be priced between $2,000 and $2,400. However, a recent analysis by UBS suggests that if Apple can achieve significant breakthroughs in controlling its Bill of Materials (BOM) costs, the average selling price could be reduced to around $2,000. This would place the iPhone Fold in direct competition with Samsung's recently launched Galaxy Z Fold7, which is priced similarly.

UBS's analysis team, led by Jimmy Yoon, underscores the importance of supply chain strategies in determining the product's market performance. A survey conducted by UBS Evidence Lab in the second quarter of 2025 revealed that while 18% of iPhone users are willing to pay over $2,000 for a foldable device, 60% of respondents indicated that the average selling price would need to be between $1,500 and $1,700 to drive purchasing decisions. This consumer sentiment aligns with UBS's projections for the initial shipment volume of the iPhone Fold, which is expected to be between 10 million and 15 million units in the first year. However, if Apple's pricing strategy successfully breaks through the psychological price barrier, demand could increase by over 30%.

The report also highlights that Apple's well-established supply chain management system will be crucial. As foldable technology matures and the average selling price of flip-style devices naturally decreases, Apple is poised to leverage economies of scale to further reduce costs, creating room for future price reductions. Over the long term, this cost optimization capability is expected to drive an increase in market share.

UBS has identified several supply chain companies that stand to benefit from the mass production of the iPhone Fold. These include key partners such as Largan Precision, Samsung Electronics, LG Display, and Foxconn Technology Group. These companies have technological advantages in areas such as screen modules, precision structural components, and overall assembly, and their production capacity will be crucial in helping Apple achieve its cost control goals.