Global existing smartphone retail prices have increased 15% on average so far in 2026, according to Counterpoint Research’s Global Smartphone Price Increase Tracker.
Some models have nearly doubled in price, as manufacturers continue to pass higher memory and component costs on to consumers. Counterpoint says price-sensitive markets are facing greater pressure than markets with a higher premium mix, while new smartphones are also launching at higher prices than their predecessors, pointing to a broader shift toward higher smartphone prices.
However, Apple continues to hold iPhone prices steady. Counterpoint says this is significant because the iPhone accounts for more than half of Apple’s total revenue, memory prices have risen fourfold since quarter four of 2025 and macroeconomic headwinds persist.
“Memory has become a key driver of smartphone BoM [bill of materials] costs, resetting pricing across the industry and leaving manufacturers with limited room to absorb higher costs,” says Counterpoint Research Director Tarun Pathak. “The impact is most acute in price-sensitive markets, where average price increases of 16%-21% are making devices less affordable. Consumers are responding by delaying upgrades, pushing purchases around big sales events or turning to the pre-owned market. In markets with a higher premium mix, financing and trade-in offers are helping cushion the impact of higher prices.”
Senior Analyst Karn Chauhan added: “Prices for new smartphones are expected to keep rising over the coming quarters, including for the upcoming iPhone 18 series. Memory shortages and elevated component costs are expected to persist in the near term, putting further pressure on manufacturer margins. Manufacturers are likely to prioritize high-end models to protect profitability, while using specification changes, storage configurations and portfolio optimization to limit price increases in price-sensitive markets.”
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