Survey Shows Lack of Interest in Apple's Upcoming Foldable Smartphone in Japan

Ahead of the launch of Apple's foldable smartphone, the "iPhone Duo," a recent survey revealed that 90% of Japanese consumers do not plan to purchase a foldable phone. Key concerns include the phone's high price and its durability.

According to a report by the Nihon Keizai Shimbun, the survey conducted by Nikkei MJ and market research firm Intage interviewed 539 individuals in Japan. Only 4% of respondents reported currently using a foldable phone, and about 90% stated they have no intention of buying one in the future.

The leading reason for hesitance was the high price, cited by 72% of respondents. Additionally, 39% expressed discomfort with the weight and thickness of these devices, while around 40% voiced concerns regarding durability and repair costs. The starting price of the iPhone Duo, set to release in Japan on October 23, is 364,800 yen (approximately 3.1 million won), which is about 830,000 won higher than Samsung's Galaxy Z Fold 8, priced at 269,880 yen (around 2.29 million won), and Google's Pixel 11 Pro Fold, starting at 279,900 yen (about 2.38 million won).

A striking disparity was noted between what consumers deem a reasonable price and the retail prices set by manufacturers. Only 1% of participants said the iPhone Duo is worth purchasing in the 300,000-yen range, whereas 20% suggested a more acceptable price around 100,000 yen.

Durability and repair costs are critical factors influencing consumer decisions. Foldable phones contain complex components like hinges, which complicate repairs and increase expenses. For instance, Samsung's website indicates that the cost for a screen replacement on the Galaxy Z Fold 8 starts at 87,670 yen (about 740,000 won), which is significantly higher than the Galaxy S26 Ultra's replacement cost of 50,270 yen (around 430,000 won). The repair costs for the iPhone Duo have not yet been disclosed.

Currently, approximately 1% of the Japanese smartphone market consists of foldable phones. Market research firm MM Souken reported that shipments of foldable phones in Japan for fiscal 2025 totaled 334,000 units, accounting for 1.1% of overall smartphone shipments. While Apple's entry into this segment could potentially stimulate growth, consumers currently perceive traditional smartphones as adequate. For the foldable market to expand, it will need to offer additional services and experiences beyond just larger screens.