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A survey of 539 men and women in Japan found that about 90% had no intention of buying a foldable phone in the future. That is a warning sign for the foldable-phone category—not proof that 90% of Japanese consumers have rejected an Apple device. The report does not establish that respondents were iPhone users or that they were evaluating a released Apple foldable.
What the 90% figure actually measures
ChosunBiz reported on October 11, 2026, that Nikkei MJ commissioned market research firm Intage to survey 539 men and women in Japan. About 90% said they had no intention of buying a foldable phone in the future, while 4% said they already used one. The report frames the results around Apple’s first foldable smartphone and calls it the “iPhone Duo,” but the survey figures concern foldable phones generally.
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The available reporting does not provide the survey’s field dates, exact question wording, sampling method, response rate, or weighting. It therefore does not establish that the sample represents all Japanese consumers. Nor does stated intent predict what respondents will eventually buy. ChosunBiz’s account of the survey is secondary coverage; the original questionnaire and full methodology are not detailed there.
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Price was the most frequently reported objection: 72% said foldable phones were too expensive. Another 39% cited weight and thickness as burdensome, and about 40% raised concerns about durability and repair costs, according to ChosunBiz’s report of the Nikkei MJ/Intage survey.
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The report does not say whether people could select multiple reasons, so those percentages should not be treated as mutually exclusive categories or added together. They describe concerns respondents reported—not a technical assessment of any particular phone. The survey supplies no model-specific prices, weight measurements, failure rates, or repair-cost figures.
Does this mean a foldable iPhone is too expensive?
Not on its own. The 72% figure records a view that foldable phones are too expensive; it is not a measured reaction to a confirmed Apple price. ChosunBiz uses the “iPhone Duo” name and launch framing, but the cited coverage does not establish an official Apple announcement confirming that name, specifications, price, or availability.
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A separate 2026 ALL CONNECT survey asked 500 iPhone users about a hypothetical foldable iPhone. It reported that 40.2% were interested, while 66.7% selected an acceptable price below ¥150,000. This suggests that interest and price sensitivity can coexist, but it cannot be directly compared with the Nikkei MJ/Intage result: the surveys asked different questions of different populations and were conducted by different organizations. ALL CONNECT’s survey report describes its respondents as iPhone users and its survey as online.
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Are foldable phones durable?
The survey shows that durability and repair costs were concerns for about 40% of respondents; it does not establish how durable foldable phones are in practice. Answering that product question requires evidence about a specific model, such as warranty terms, repair pricing, and reliability testing. Those details are not provided by the survey report, so its concern figures should not be presented as proof that foldable phones are fragile or costly to repair.
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Would lower prices change buyers’ minds?
The ALL CONNECT survey offers a clue about stated price expectations, not proof that cheaper pricing would convert hesitant buyers. It found that 66.7% of its 500 iPhone-user respondents selected an acceptable price below ¥150,000, but the available report does not show that these were the same people who said they would not buy a foldable phone in the Nikkei MJ/Intage survey. Neither survey measures actual purchases after a price change.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Why the market outlook can still be positive
Consumer hesitation in one survey does not rule out growth across the global market. In January 2026, IDC forecast 30% year-over-year growth in worldwide foldable-smartphone shipments for 2026 and identified the anticipated first Apple foldable as one possible demand driver. That was a forecast, not a confirmed 2026 result, and it does not contradict a separate survey finding weak purchase intention among its respondents. IDC’s forecast announcement describes the expected global market trend, not Japanese consumer sentiment.
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How to read the headline
- What the survey supports: About 90% of 539 surveyed people in Japan said they did not intend to buy a foldable phone in the future.
- What it does not establish: That 90% of the country’s population—or 90% of Japanese iPhone users—rejects a confirmed Apple foldable.
- What the other survey adds: Some iPhone users expressed interest in a hypothetical foldable iPhone, alongside reported price limits.
- What remains uncertain: Whether stated intentions will translate into purchases, and how consumers will respond to any eventual Apple product’s actual price, design, and repair terms.
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