So why is Apple selling unpopular foldable phones?

Apple is preparing to enter the foldable-phone market despite the technology remaining a niche category, raising questions about why the company is making the move now.

According to The New York Times, Apple’s strategy reflects a broader effort to redefine the iPhone and create new opportunities for growth as smartphone upgrades become less frequent. The company is expected to position its foldable device as a premium product, potentially appealing to consumers willing to pay more for a larger screen that can fold into a more compact form.

While foldable phones have attracted attention, their high prices, durability concerns and limited mainstream adoption have prevented them from becoming a dominant smartphone category.

Apple’s entry could nevertheless change the market because of the company’s ability to turn emerging technologies into widely adopted consumer products. The move also gives Apple an opportunity to compete more directly in a category where rivals have already gained experience.