Samsung is reportedly preparing another round of DRAM price increases for the third quarter of 2026.
According to supply chain sources, the company is negotiating with customers for an average hike of up to 20%.
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This follows substantial jumps earlier this year: over 90% in Q1 and another 50% in Q2.
SK Hynix is also expected to push prices higher on standard DRAM, reflecting a broader industry trend.
The primary driver is ongoing supply shortages. Memory suppliers are prioritizing high-bandwidth memory (HBM) for AI data centers, reducing capacity for consumer-grade DRAM.
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Lenovo has called this a "new normal," warning that prices may not return to pre-2025 levels until 2030.
Apple has already passed on some of the higher chip costs to customers through price adjustments on MacBooks and iPhones.
Some manufacturers are reverting to older platforms, such as ramping up DDR4 production, to manage costs.
Samsung's focus on high-margin AI memory is intensifying.
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The company is reportedly in discussions with Anthropic for a custom AI chip collaboration, suggesting continued pressure on consumer memory supply.
This aligns with predictions from TrendForce and Lenovo that elevated prices could persist for years.
Consumers shopping for gaming laptops or flagship smartphones in the second half of 2026 should expect higher prices.
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Increased RAM costs may also lead to weaker smartphone sales, potentially dropping by double digits as devices become less affordable.
