A new Counterpoint Research report says pricing pressure from rising memory costs squeezed the low-end US smartphone segment in Q2 2026, with smaller manufacturers hit particularly hard as larger brands were better able to absorb component cost increases. Here are the details.

Rising memory costs hit cheaper smartphones hardest

According to Counterpoint Research, combined US smartphone sales for Apple, Samsung, Motorola, and Google fell 4% year over year in Q2 2026, while sales across the rest of the market plunged 45% as smaller manufacturers struggled with rising component costs.

Counterpoint says that sub-$100 smartphone sales declined nearly 65% during Q2 2026 compared with the year-ago period, which in turn helped Samsung and Motorola grow their share of the prepaid market, as rising component costs narrowed the price gap between their entry-level devices and white-label smartphones.

When it comes to Apple, the report notes that while the company kept iPhone prices unchanged in the U.S. even as it raised prices for other products, Counterpoint expects the company “to increase prices for its iPhone 18 series models,” some of which are expected to be announced in just a few weeks.

From the report:

We expect smartphone ASPs to continue to increase in Q3 2026, as Apple is expected to increase prices for its iPhone 18 series models. Given that Apple historically accounts for over 50% of smartphone sales in the third quarter, price increases for top models will have a large effect on smartphone ASPs. Sales strength will be dependent on how much the carriers are willing to subsidize these models. Apple is expected to have a strong upgrade cycle with users switching from the iPhone 15 series. If carriers can continue offering these models for free, or close to free despite the price increases, sales should remain strong.

Just last week, analyst Jeff Pu forecast a price range of $1,349 to $1,399 for the iPhone 18 Pro and $1,449 to $1,499 for the iPhone 18 Pro Max, while several reports have pegged the iPhone Ultra’s starting price at around $2,500.

Late last month, Apple reported its Q3 2026 earnings, with iPhone revenue up 22% at $54.2 billion. The company also alerted the market that memory costs and supply constraints would worsen significantly in the September quarter, particularly for the iPhone, iPad, and Mac.

Source: 9to5mac