In a striking revelation, executives from Samsung have alerted consumers about potential increases in smartphone prices due to ongoing shortages in memory components. During a press briefing at the CES 2026 technology trade show, TM Roh, the Co-CEO of Samsung’s mobile division, articulated, "We are currently facing one of the toughest pricing environments in the memory sector," suggesting that adjustments to smartphone pricing could become unavoidable.
Samsung is actively collaborating with various partners within its supply chain to navigate this challenging landscape, which is impacting a wide array of electronic products—smartphones being the most notable, alongside televisions and other smart devices.
Wonjin Lee, Samsung's Global Marketing Head, shared insights with Bloomberg, indicating that the company is contemplating "repricing" its mobile devices to align with the shifting economic conditions. For those interested, a brief interview with Lee is available on Bloomberg's platform, where he discusses topics including memory costs, the evolution of television technology, artificial intelligence, and more.
In 2024, Samsung's semiconductor branch secured its position as the leading chip manufacturer globally, although it lost its top spot in the memory chip market to competitor SK Hynix in 2025. Despite this setback, Samsung's smartphone division is currently grappling with sourcing memory chips affordably.
The much-anticipated launch of the Galaxy S26 series is poised to be a crucial milestone for Samsung, especially considering that Apple has recently surpassed Samsung to become the leading smartphone vendor worldwide, with strong sales for the iPhone 17 series. Increasing prices now would be a precarious move for Samsung; thus, reports suggest the company may implement a price freeze for the S26 in certain markets.
Additionally, Samsung executives have addressed the rising significance of artificial intelligence—an area that every tech firm seems eager to dominate, and ironically, a primary driver behind the surge in memory prices. A recent study by Samsung indicated a remarkable increase in AI awareness among Galaxy users, soaring from 30% to an impressive 80% over the past year.
Looking ahead, Samsung aims to deliver 400 million new AI-integrated devices this year—including smartphones, televisions, and home appliances—effectively doubling the number of Galaxy devices equipped with AI capabilities.
This situation raises pertinent questions: How will these price hikes affect consumer behavior? Will Samsung's strategy to freeze prices pay off in regaining market share against competitors? We invite you to share your thoughts and perspectives in the comments below!
