Major smartphone makers are all raising prices in 2026

The smartphone market is entering a period of sustained price increases. Apple's latest move—pushing the iPhone 18 Pro to $1,199 and the Pro Max to $1,299—marks a $100 jump from the previous generation. But this is far from an isolated decision; pricing pressures are rippling across the entire industry.

Industry-wide price escalation#

The pattern is unmistakable across manufacturers. Google's new Pixel 11 jumped from $799 to $899, while Samsung's Galaxy Z Fold 8 Ultra now costs $2,099, up $100 from its predecessor. Smaller players face the same pressures: Sony's Xperia 10 VIII increased by £150, and Motorola's Razr lineup also climbed $100 despite offering minimal hardware improvements.

There's no escape through price-cutting either—Apple even raised prices on older iPhone models by the same margin, and budget-oriented devices are increasingly scarce, with the sub-$100 phone market approaching extinction.

The supply-chain squeeze#

The root cause traces back to component scarcity stemming from massive AI data center buildouts. Memory costs have been particularly acute, with the Nothing Phone 4A's memory pricing reportedly doubling between design and launch, according to Nothing CEO Carl Pei. Chipmaker Qualcomm has also raised processor prices recently. These pressures appear structural and lasting, with industry observers suggesting the shortage could extend for years.

Nearly every component flowing into phones—from processors to memory to sensors—is experiencing cost increases, creating a squeeze that manufacturers are passing directly to consumers.

What's next#

Apple's late arrival to both the price-increase trend and the foldable smartphone category suggests these shifts may represent a permanent market recalibration rather than temporary disruption. For shoppers, the message is clear: flagship smartphones have entered a new pricing tier.