A foldable iPhone for 3.1 million won? 72% of Japanese consumers say it’s “too expensive”

[Financial News, Tokyo = Correspondent Seo Hye-jin] A survey has found that about 90% of Japanese consumers have no intention of buying a foldable phone ahead of the launch of Apple’s first foldable. Asked why they were hesitant to buy one, 72% cited the high price. The iPhone Duo, set to go on sale in Japan on the 23rd, starts at 364,800 yen (about 3.1 million won), making it about 830,000 won more expensive than Samsung Electronics Co., Ltd.’s Galaxy Z Fold8.
According to the Nikkei newspaper on the 11th, a survey of 539 men and women in Japan conducted by Nikkei MJ through research firm Intage found that only 4% used a foldable phone. About 90% said they had no intention of buying one in the future.
When 531 people, including those considering a purchase within the next few years, were asked why they were hesitant to buy one, 72% cited “the price is too high,” based on multiple responses. Some 39% said they were concerned about “the weight and thickness,” while about 40% were concerned about durability and repair costs.
There was also a wide gap between the price consumers would consider paying and the actual selling price. Only 1% said Apple’s foldable phone would be worth buying at a price in the 300,000-yen range (about 2.55 million to 3.4 million won). About 20% said they would consider buying one at a price in the 100,000-yen range (about 850,000 to 1.7 million won).
Some respondents also said they were concerned about early defects and the durability of the hinge that folds the screen, given that this is Apple’s first foldable phone.
Competitors are emphasizing price and portability. Samsung’s Galaxy Z Fold8 sells in Japan starting at 269,880 yen (about 2.29 million won). At about 201 grams, it is 20% lighter than the iPhone Duo, and is also 14% thinner when folded. Google’s Pixel 11 Pro Fold costs 279,900 yen (about 2.38 million won) and touts its durability and integration with the Gemini artificial intelligence (AI) service.
Repair costs after purchase are also a burden. According to Samsung’s official website, replacing the screen on the Galaxy Z Fold8 costs from 87,670 yen (about 740,000 won) for those without manufacturer warranty coverage. The minimum cost is about 320,000 won higher than the 50,270 yen (about 430,000 won) for the standard Galaxy S26 Ultra. Repair costs for the iPhone Duo have not yet been disclosed.
Foldable phones contain components not found in regular smartphones, such as hinges, and have limited internal space. Their complex design can mean that some performance specifications fall short of those of less expensive standard premium smartphones. Nikkei reported that consumers are taking a cautious approach to buying them, as high prices are compounded by concerns about breakdowns.
Japan’s foldable-phone market accounts for about 1% of the overall smartphone market. According to MM Research Institute, shipments in fiscal 2025 totaled 334,000 units, or 1.1% of the total.
The industry expected Apple’s entry into the market to spur its expansion, as the company has ranked first in smartphone shipments in Japan for 15 consecutive years. Nikkei noted, “However, a consumer survey found respondents saying, ‘The regular smartphone I use now is enough.’” It also pointed out, “Just as mobile games and social media drove demand when people switched from feature phones to smartphones, foldable phones need services that can encourage people to buy them beyond simply offering a large screen.”

[email protected] Seo Hye-jin Reporter