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A survey reported by ChosunBiz found that about 90% of 539 Japanese men and women said they had no intention of buying a foldable phone in the future. That is a warning sign for the category, not proof that 90% of Japanese consumers have rejected an Apple device: the survey asked about foldable phones generally, and Apple has not officially confirmed a foldable iPhone or the “iPhone Duo” name used in the report.
What did the Japan survey actually find?
ChosunBiz reported on October 11, 2026, that Nikkei MJ commissioned 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 does not establish that respondents were iPhone users or that they were evaluating a released Apple product. Source
The figure measures stated intention, not eventual purchases. The available coverage does not provide the field dates, exact question wording, sampling method, response rate, or weighting, so it does not establish that the sample represents Japan’s population as a whole. It also does not say whether people could select multiple objections.
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Why did respondents say they were reluctant?
Price was the clearest reported obstacle: 72% said foldable phones were too expensive. Weight and thickness were cited by 39% as burdensome, while about 40% raised concerns about durability and repair costs. These figures come from the same survey as the purchase-intention result; because the report does not clarify how objections were collected, they should not be treated as mutually exclusive categories. ChosunBiz’s report
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Price
A high price can make a foldable harder to justify if buyers see its larger display as a convenience rather than a necessity. The survey records respondents’ stated objection; it does not establish what price they would accept for a particular device.
Bulk and handling
Weight and thickness matter in everyday use, including when carrying a phone and using it one-handed. The survey reports that respondents named these concerns, but it does not compare device specifications or measure how much bulk they would tolerate.
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Durability and repairs
Concern about durability and repair costs signals uncertainty about the ownership trade-off, not evidence that a specific foldable model is unreliable. The survey does not identify a device, report failure rates, or give repair prices.
Would people be more interested if a foldable iPhone cost less?
A separate ALL CONNECT survey offers relevant but non-equivalent context. It surveyed 500 iPhone users about a hypothetical foldable iPhone: 40.2% said they were interested, and 66.7% selected an acceptable price below ¥150,000. The survey population and questions differ from Nikkei MJ/Intage’s survey of 539 Japanese men and women about foldable phones generally. These results cannot be combined to infer that a particular share of the first survey would buy a cheaper Apple model. ALL CONNECT’s 2026 survey
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The price finding suggests that affordability may shape interest among the iPhone users surveyed. It does not show that a foldable iPhone priced below ¥150,000 would achieve that level of sales, or that respondents would actually purchase one.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Is Apple’s first foldable iPhone confirmed?
ChosunBiz framed its October 11, 2026, story around the arrival of Apple’s first foldable smartphone and called it the “iPhone Duo.” The available reporting does not independently establish that name, specifications, price, or availability, and there is no official Apple confirmation in the cited material. Treat the name and launch framing as the report’s account, not as confirmed product details. ChosunBiz
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- As stunning as it is strong: Pixel 11 Pro Fold’s ultra-durable composite back is lighter, stronger, and designed to be nearly impossible to crack[5,6]; and with scratch-resistant glass and an all-new hinge, it’s 3x stronger[5]
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Does the survey mean foldables have no market?
No. The Japan survey reports reluctance among its respondents; it does not forecast the entire category’s sales. In January 2026, IDC forecast 30% year-over-year growth in the worldwide foldable-smartphone market for 2026 and identified the anticipated Apple foldable as one potential demand driver. That was a forecast, not a confirmed 2026 result, and it addresses a global market rather than Japanese purchase intentions. IDC’s January 2026 forecast
For readers weighing a foldable phone, the survey points to practical questions to check on an actual model: its price, weight and thickness, warranty and durability information, and the cost and availability of repairs. It does not provide product specifications or enough evidence to determine whether any particular phone answers those concerns.
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