Rising DRAM and NAND flash prices are reshaping smartphone pricing and competition, with Counterpoint Research reporting that global retail prices increased approximately 15% since the start of 2026 and more than 40% of models became more expensive. Apple has kept current iPhone pricing stable despite memory prices quadrupling since the fourth quarter of 2025, but TrendForce projects a roughly $100 increase for the iPhone 18 Pro when it launches this fall, covering only part of an expected 400% year-over-year rise in third-quarter 2026 memory procurement costs, particularly for the 256GB model. Samsung is increasing production of budget Galaxy A17 and A18 devices to approximately 18 million units as Chinese manufacturers face greater pressure, while consumers extend replacement cycles, accept lower specifications, use financing and trade-ins, or turn to refurbished phones. Higher costs are also influencing Apple’s foldable-phone pricing, MacBook OLED plans and display sourcing.