Overview

The overall smartphone ASP is projected to rise by 19% YoY to $441 in 2026, a substantial increase to reflect the memory price increases. The price increases are the steepest in emerging markets, i.e., MEA and APAC Others, which both see a greater than 20% ASP increase. While OEMs are forced to increase prices with a new iteration of models in the same series, a big portfolio reshuffle will reflect in the entry tier, where the majority of devices under $100 will be uneconomical to produce. OEMs will attempt to convince consumers to level up to the next pricing tier, which in itself will be a struggle due to the price sensitivity of lower end consumers, or stop refreshing the entry tier altogether. These factors will result in the hollowing out of the lower end - approximately 150 million devices - and as such 'improve' the product mix. On the other hand, Apple, Samsung, Huawei and Google, with a concentrated higher end portfolio, will see fewer such disruptions to their product planning, with ASP increases mainly reflecting cost pass through to consumers.

Table of Contents

• Assumptions
• Pivot
• Global
• North America
• Caribbean & Latin America
• Middle East & Africa
• Europe
• Western Europe
• Central & Eastern Europe
• Asia Pacific
• China
• India
• Japan
• Korea
• AP Others
• Flatfile
• Contacts

Published Date: June 2026