Apple and Samsung Poised to Weather 2026 Memory-Chip Costs, Counterpoint Finds
Counterpoint Research says rising memory costs could shave 2.1% off global smartphone shipments in 2026, driven by a shortage that has pushed component prices higher by roughly 10% to 25%. The firm’s latest market projection shows a downgrade from a previously anticipated 0.45% growth, with pressure expected to ripple through brands that rely on thinner margins, especially Honor and Oppo in the entry segment where costs have climbed 20% to 30% since early 2025.
“Apple and Samsung are best-positioned to weather the next few quarters,” commented Counterpoint senior analyst Yang Wang. “But others without much wiggle room may struggle to maintain share while protecting profit margins.”
Root cause: chipmakers have prioritized memory for AI servers over the basic DRAM used in smartphones, creating a supply crunch that Counterpoint expects to linger through 2026.
What this could mean for prices: the firm projects global average smartphone prices could rise about 6.9% next year as manufacturers pass along higher costs or steer buyers toward premium models. Some brands may trim features such as cameras or reduce available memory to offset the impact, but Apple’s scale and abundant cash reserves are viewed as significant shields against drastic compromises. Analysts also anticipate Apple will absorb higher DRAM costs in the near term without immediate retail price hikes.
Related context and quick takeaways from the Apple ecosystem and broader market: Apple has been rolling out new accessories and products in 2026, including upgrades to the AirTag and ongoing hardware refreshes across its lineup. The broader discussion continues to focus on how premium brands balance price discipline with feature differentiation amid supply constraints.
Related coverage points to keep an eye on include the ongoing cadence of iOS and hardware updates, as well as how competing vendors navigate the memory-cost headwind while trying to preserve profit margins in a market that remains sensitive to price shifts. Counterpoint’s takeaway remains that Apple’s supply-chain leverage and cash position place it in a stronger position than most peers for the near term.