As memory prices continue to climb with no clear sign of stabilizing, pressure is now moving downstream to finished devices. At the beginning of 2026, major PC manufacturers and smartphone brands are reassessing their pricing strategies, signaling that March could become a decisive turning point for consumer electronics.
PC makers begin passing on higher memory costs
Rising DRAM and NAND prices are reshaping PC cost structures. Acer has indicated that memory and storage typically account for about 25% of a PC’s bill of materials. With some component categories surging between 50% and 100% in recent months, vendors are finding it increasingly difficult to absorb the impact.
HP has also cautioned that memory tightness could extend into 2027 and weigh on overall PC demand. The company noted that memory and storage, which previously represented roughly 15–18% of total component costs, could rise to around 35% in 2026 if current trends persist.
In Japan, Acer has already raised prices on selected PC models starting February 20, citing sharp increases in DRAM and SSD costs. It remains unclear whether similar adjustments will be rolled out globally. Shortly afterward, Lenovo notified partners that certain commercial devices would see price revisions in early March. Orders submitted before the end of February could still face repricing if shipment timelines extend into late March.
At the same time, VAIO is reviewing its pricing structure and may introduce adjustments as early as April as higher memory costs ripple through the supply chain.
Apple’s entry macbook faces tighter margins
On the notebook front, Apple is reportedly preparing to launch a 12.9 inch MacBook equipped with 8GB of memory. Earlier speculation suggested a price point below 700 dollars. However, elevated component costs may limit pricing flexibility, pushing expectations toward a 699 to 749 dollar range.
This would position the new model uncomfortably close to the MacBook Air M4, which offers double the memory and stronger performance at around 899 dollars, complicating Apple’s product segmentation.
Smartphone brands move more decisively
The impact is even more pronounced in the smartphone segment. Samsung recently unveiled the Galaxy S26 with noticeable price adjustments in both the United States and South Korea.
In the U.S., the base Galaxy S26 is now priced at 899 dollars, reflecting a 4.7% increase over its predecessor, while the Plus variant rose roughly 10% to 1,099 dollars. Some versions have shifted to Samsung’s in house Exynos processors rather than Qualcomm Snapdragon chips, a move analysts interpret as an effort to improve margins and strengthen its semiconductor strategy.
In South Korea, the base S26 model reportedly recorded a price increase of nearly 8.6%.
Chinese smartphone vendors are expected to follow. Brands including OPPO, vivo, Xiaomi and Honor are reportedly preparing coordinated price revisions as procurement costs for memory chips have jumped more than 80% year over year.
Industry sources suggest that devices launched before March may see limited adjustments, while new models released afterward could carry significantly higher price tags. In China, entry increases are expected to start at around 1,000 yuan, with midrange and flagship devices potentially rising by 2,000 to 3,000 yuan.
According to projections from TrendForce, first quarter contract prices for PC DDR4 and DDR5 could rise 105-110%, while mobile LPDDR4X and LPDDR5X are forecast to post gains of 88-93%.
As memory inflation accelerates, technology brands now face a delicate balance between defending margins and protecting shipment volumes. The coming weeks will determine how far this pricing wave ultimately extends across global markets.
