Smartphone brands are reportedly increasing the prices of their mid-range and flagship devices, as the industry faces mounting pressure from rising component costs. Companies such as OnePlus, Nothing, Realme, and Redmi are said to be adjusting their pricing strategies in response to a global shortage of key hardware components, particularly memory modules like DRAM and NAND storage.
The ongoing surge in artificial intelligence adoption is a major factor behind this shortage. Large technology firms are rapidly acquiring massive quantities of RAM and GPU chips to support AI-driven data centers, significantly straining global supply. At the same time, memory manufacturers are prioritizing the production of high-bandwidth memory (HBM), which is better suited for AI workloads. This shift has reduced the availability of conventional memory components used in smartphones, pushing costs higher for device makers.
As a result, brands are passing some of this increased cost burden on to consumers. For instance, OnePlus has updated the pricing of its latest flagship lineup in India. The OnePlus 15, originally launched at Rs. 72,999 for the base variant, is now listed at Rs. 77,999 for the 12GB + 256GB configuration. The higher-end 16GB + 512GB version has also seen a notable jump, now priced at Rs. 85,999, reflecting a significant increase compared to its initial launch price.
Similarly, the OnePlus 15R has undergone multiple price revisions. The 12GB + 256GB variant, which debuted at Rs. 47,999, has now climbed to Rs. 52,999. Meanwhile, the 12GB + 512GB option is currently listed at Rs. 57,999, up from its earlier pricing. These changes highlight a broader trend across the smartphone market, where supply chain disruptions and evolving industry demands are reshaping pricing dynamics on a global scale.