Are smartphones getting pricier in 2026? What new launches tell us amid memory chip cost surge

The past few weeks have been particularly busy for the consumer technology industry. Since last month, several major smartphone makers have introduced their latest devices, giving consumers a fresh lineup across different price segments.

Tech giants such as Samsung, Apple and Google have already unveiled their newest smartphones for 2026. Samsung refreshed its flagship range with the new Galaxy S26 series, while Apple and Google focused on launching their more affordable offerings.

Adding to the list, Nothing also introduced its latest mid-range smartphones this week, expanding its “a” series lineup.

With new devices now available across flagship, mid-range and affordable categories, it is an interesting moment to examine how their prices compare with previous generations. The reason behind this comparison lies in the growing conversation around rising memory chip costs. Industry analysts have been warning that increasing prices of Dram and Nand (Dram means Dynamic Random Access Memory. It holds data that computers need fast. Nand is a kind of flash memory. It saves information even when power is off.) storage could eventually push smartphone prices higher.

A closer look at the latest launches suggests that the impact is real, but not universal.

Smartphone launches in 2026 are beginning to show a subtle shift in pricing strategies. Some devices are arriving with higher launch prices than their predecessors, while others have maintained the same price despite rising component costs.

Memory components play a crucial role in modern smartphones, especially as manufacturers continue to increase RAM capacities and storage options. As these parts become more expensive, brands must decide whether to absorb the additional cost or pass it on to consumers.

A look at recently launched smartphones

Among the most noticeable price increases this year are the latest devices from Samsung and Nothing.

The new Samsung Galaxy S26 Ultra starts at Rs 1,39,999 for the 12GB RAM and 256GB storage variant. This is Rs 10,000 higher than its predecessor, the Samsung Galaxy S25 Ultra, which launched at Rs 1,29,999 for the same configuration.

The rest of the lineup also reflects a similar shift. The Galaxy S26+ is priced at Rs 1,19,999 for the 12GB/256GB variant, compared with RS 99,999 for the Galaxy S25+. Meanwhile, the standard Galaxy S26 now starts at Rs 87,999, up from Rs 80,999 for the Galaxy S25.

A similar pricing change can also be seen in Nothing’s latest releases. The Nothing Phone 4a is priced at Rs 31,999 for the 8GB RAM and 128GB storage variant. Its predecessor, the Phone 3a, debuted at Rs 22,999 for the same configuration.

Likewise, the Nothing Phone 4a Pro starts at Rs 39,999, compared with Rs 27,999 for the earlier Nothing Phone 3a Pro.

However, not every brand has increased prices. The iPhone 16e, launched last year, was priced at Rs 59,999 for the 128GB model in India, while the 256GB version costs Rs 64,900. This time, Apple sought to ditch the 128GB model and start with the 256GB variant.

The iPhone 17e has been announced with the same price tag, Rs 64,900 for the 256B variant, and the high 512GB variant is priced at 84,900.

Similarly, Google’s latest mid-range smartphone, the Google Pixel 10a , launched at Rs 49,999, the same starting price as the previous Google Pixel 9a.

These differences highlight how smartphone makers are responding differently to rising component costs.

How did Apple and Google manage to keep the price the same?

Even as memory costs increase across the industry, companies like Apple and Google appear to have adopted strategies that allow them to keep prices stable.

One possible explanation is scale. Large companies often secure long-term supply agreements with component manufacturers, allowing them to manage fluctuations in component prices more effectively.

Apple’s latest strategy seems aimed at reducing price barriers in order to grow its share in emerging markets like India. According to data from Counterpoint Research, Apple held around 10 per cent of India’s smartphone shipments last year. Despite that relatively modest shipment share, the company generated significantly higher revenue.

In fact, Apple led the market in revenue share with roughly 28 to 29 per cent, surpassing Samsung Electronics’ 22 per cent share. This pricing power allows Apple to maintain strategic price points for certain devices, particularly those aimed at attracting new users into its ecosystem.

Google’s strategy is also tied to product positioning. The Pixel “a” series is designed to be a value-focused alternative within the company’s smartphone portfolio. Keeping the same price helps maintain its competitive appeal in the mid-range segment. On this note, the Pixel 10a also mirrors the Pixel 9a. On paper, there is no big different between the two.

Samsung and Nothing, on the other hand, may be dealing with different pressures. Samsung’s flagship devices typically introduce hardware upgrades each year, including improved memory, faster storage and enhanced cameras. These improvements naturally raise production costs.

For a smaller company like Nothing, rising component prices, logistics expenses and currency fluctuations can have a larger impact on the final retail price.

This trend is based on only a handful of recent launches in India. The next wave of smartphone releases will provide a clearer indication of whether higher prices become the norm.

If memory chip costs continue to climb, more manufacturers may eventually adjust prices or alter storage configurations to balance the additional expenses.

For phone buyers, this could signal the beginning of a shift in smartphone pricing. Even small increases in component costs can gradually influence how much people pay for their next device.