Memory Super Cycle Pushes Up Smartphone Costs
Surging demand for AI infrastructure has driven memory prices sharply higher, spilling over into the consumer electronics market. Research firm TrendForce survey shows memory has entered a super cycle since 2025年下半年, dealing a severe blow to smartphone costs. For 256GB models of the past two generations of iPhone Pro series, memory share in bill-of-materials cost rose from about 10% a year ago to around 34% in 2026年第3季, and is expected to exceed 40% in 2027年上半年, leaving the smartphone industry facing a dual test of costs and consumer demand.
Apple and Samsung Lead Price Hike Wave
In response to soaring memory prices, smartphone market prices have risen wave after wave this year. Apple iPhone 18 Pro and Pro Max are priced over 新台幣5000元 higher than the previous generation, with new and old models rising together, including a one-time increase of 新台幣1萬1000元 for the 1TB version of iPhone Air. Samsung A-series phones were previously raised by about 500元至3000元, tablets have gone through two price adjustments, and from 10月 the official website further adjusted prices of several older models, with the 16GB, 1TB version of Galaxy S26 Ultra raised from 5萬9900元 to 6萬7900元, a single increase of 8000元. OPPO Find X10 Pro Max 16GB memory, 512GB storage version is priced at 5萬8990元, and vivo X500 Pro Max starts at 5萬5990元, both standing at the high end of the Shangpin brand flagship price range.
Industry Warns Pressure to Last Until 2028年
Chen Qimeng, general manager of the Mobile Communications Business Division of Taiwan Samsung Electronics, said the root cause of the price hikes is memory demand driven by huge AI demand, with AI demand only growing in the future, and memory demand expected to remain very strong through 明年底前. Chen Yiting, general manager of vivo Taiwan, observed that smartphone price bands have been revised upward across the board in the past two years, with the low-end market surging from below 5000元 to below 萬元, and high-end flagships often reaching 4、5萬元, with almost no phones under 6000元 visible in the market. She expects the uptrend to last at least until 明年第1季, with brand vendors still struggling in 上半年. Liu Jin, general manager of OPPO Taiwan market, noted that research firms predict price hike pressure will continue next year and may even extend to 2028年.
Brands Adjust Product Mix in Response
Facing cost pressure, brands have rolled out stronger promotional purchase plans, which industry insiders see as reflecting cuts in marketing expenses and shrinking profit margins, not a long-term solution. Chen Qimeng noted brands must make product segmentation more refined, stimulating demand through tangible products, soft strengths and ecosystems, and leveraging AI applications to drive sales. vivo is focusing resources on the mid-to-high-end market, reducing investment in the sub-萬元 Y series as consumers are extremely price-sensitive, while its high-end X series saw sales in Taiwan grow about 2成 year-on-year this year; but dragged by the low-end contraction, full-year total shipments are expected to be flat or slightly down, and from 10月1日起 prices of some older models were adjusted on a sell-through basis with no further restocking. Liu Jin said there are currently no price hike plans for models on sale, and the company will work closely with the supply chain to maintain price stability and supply through strategic cost control.