The iPhone Fold will be the most expensive iPhone ever. Here's why Apple can charge laptop prices for a phone.
In 2007, Steve Jobs introduced the iPhone at €499. Revolutionary technology. Accessible pricing.
In 2026, Apple will reportedly launch the iPhone Fold at €1,799. That's more than a MacBook Air M3 (€1,449). More than an iPad Pro with Magic Keyboard (€1,697). More than most people's monthly rent.
How did we get here? And more importantly, why will millions of people buy it anyway?
The Price Trajectory: How Apple Normalized €1,400 Phones
Let's trace the iPhone pricing evolution:
2007-2016: The €600-900 era • iPhone (2007): €499 • iPhone 6 Plus (2014): €899 • iPhone 7 Plus (2016): €969
Prices crept up, but stayed under €1,000.
2017: The €1,000 barrier • iPhone X: €1,159
Apple crossed four digits. Analysts predicted disaster. Instead, it sold 216 million units.
2019-2024: Normalizing premium • iPhone 11 Pro Max (2019): €1,249 • iPhone 15 Pro Max (2024): €1,449
Within 5 years, €1,400+ became normal. No one blinks.
2026: The foldable premium • iPhone Fold: €1,799 (rumored)
That's a 44% increase from 2019. For context: • Average EU wages: +8% (2019-2024) • Inflation: +15% cumulative • iPhone prices: +44%
Apple isn't pricing to inflation. They're pricing to what we'll accept.
The psychology of anchoring:
When iPhone X launched at €1,159, we were outraged. But we bought it.
When iPhone 15 Pro Max hit €1,449, we complained. Then pre-ordered.
Now €1,799 feels like "just €350 more." Apple reanchored our expectations.
Behavioral economics calls this the "anchoring effect." The first price sets the reference point. Everything after is relative to that anchor.
Apple moved the anchor from €999 to €1,449. Now €1,799 doesn't feel insane — it feels like a 24% premium for foldable tech.
What €1,799 Actually Gets You
Foldable Display Technology:
What It IS
- 8-inch OLED when unfolded (iPad mini size)
- 6.2-inch external display when folded (standard iPhone)
- Ultra-thin glass (UTG) with anti-crease coating
- 120Hz ProMotion on both displays
- 2000+ nits peak brightness
What It Is NOT
- Apple Pencil support (no digitizer in foldable glass)
- Bundled case (phone is too unique in shape)
- AppleCare+ included (€299 extra, likely required)
- Headphone jack (obviously)
- Charger in box (Apple being Apple)
Why Apple Can Charge More Than a Laptop
1. No real competition for iOS users
Samsung's Galaxy Z Fold 6 costs €1,899. But it runs Android.
For iPhone users, that's not an alternative. They're locked into: • iMessage (switching means green bubbles) • iCloud (photos, files, backups) • AirDrop (seamless file sharing) • Apple Watch (only works with iPhone) • AirPods (work with Android, but lose features) • Mac/iPad continuity (Handoff, Universal Clipboard)
Switching to Android means losing all of that. So the Z Fold isn't competition — it's a different ecosystem.
Apple's real competition is... the iPhone 15 Pro Max at €1,449. And the Fold offers something genuinely new.
2. Manufactured scarcity
Apple will likely limit production in year one: • Complex manufacturing (low yield rates) • Supply chain constraints (UTG suppliers) • Testing market demand
Expect: • Pre-orders selling out in minutes • 6-8 week shipping delays • "Limited availability" messaging
Scarcity creates desire. If everyone could have one, fewer people would want it.
3. The luxury goods playbook
Apple stopped competing on specs years ago. They're competing on status.
• Hermès Apple Watch: €1,249 (same tech as €399 version) • AirPods Max: €579 (vs €279 Sony WH-1000XM5) • Mac Pro: €6,499 (vs €2,000 equivalent PC)
Apple products signal identity. You're not buying a phone. You're buying membership in the Apple ecosystem.
The iPhone Fold will be the ultimate signal: "I have €1,800 to spend on a phone."
The Real Cost of Ownership
€1,799 is just the starting price. Here's the actual cost:
• iPhone Fold (256GB): €1,799 • AppleCare+ (2 years): €299 • Leather case: €79 • Screen protector: €49 • USB-C charger (not included): €35 • Sales tax (EU VAT, already included but varies): included
Total: €2,261
For that price you could buy: • MacBook Air M3 + iPad Air (€1,449 + €769 = €2,218) • iPhone 15 Pro + Apple Watch Ultra + AirPods Pro (€1,199 + €899 + €279 = €2,377) • Samsung Galaxy Z Fold 6 + Galaxy Watch 6 + Galaxy Buds 2 Pro (€1,899 + €319 + €229 = €2,447) • Two mid-range phones + laptop (€600 + €600 + €1,000)
Or you could skip devices entirely: • Round-trip flight to Japan: €800 • Two weeks accommodation: €1,200 • Spending money: €261
The opportunity cost is staggering.
But here's the thing: people buying €1,800 phones aren't choosing between a phone and a vacation. They're buying both.
This isn't a product for everyone. It's a product for the top 10% of earners who want the newest thing.
Key Takeaways
Pattern 1
iPhone Fold will reportedly launch at €1,799 in 2026, more than a MacBook Air M3
Pattern 2
Apple normalized €1,400+ phones by gradually moving the price anchor upward over 7 years
Pattern 3
8-inch foldable display with ultra-thin glass and titanium hinge, matching Samsung Z Fold specs
Pattern 4
No real iOS competition means Apple can charge premium without losing customers
Pattern 5
Total ownership cost with AppleCare+ and accessories exceeds €2,200
Patterns are based on real recovery cases—individual outcomes vary based on evidence quality and debtor responsiveness.
Conclusion
The iPhone Fold at €1,799 isn't a phone. It's a luxury good that happens to make calls.
Apple trained us to accept €1,449 for a phone. Now €1,799 feels like a reasonable premium for foldable tech.
The uncomfortable truth? It will sell millions of units.
Not because it's a good value. Not because people need it. But because Apple built an ecosystem so sticky that switching is unthinkable, and a brand so aspirational that owning one signals status.
You're not paying €1,799 for folding glass. You're paying for membership in the club.
And for many people, that's worth more than a laptop.
Ready to spend laptop money on a phone? The iPhone Fold reportedly launches in 2026.
Sarah Lindberg
International Operations Lead
Sarah coordinates our global partner network across 160+ countries, ensuring seamless cross-border debt recovery.
