Overview:

Skyrocketing memory prices are fundamentally impacting the BoM (Bill of Materials) for smartphone manufacturers. In Europe, the largest impact of these price rises will likely be seen in the sub-$250 segment, where competition is intense, margins are small, and consumers are much more sensitive to price.

High-end OEMs, like Apple and Google, or ones with broader portfolios, like Samsung, are less at risk because they can more easily absorb the increased costs, have the scale to better negotiate prices, or have a large enough user base to ride out the storm. However, OEMs that play almost exclusively in the lower tiers, such as realme, HMD and Transsion brands, or sub-scale players, like HMD, SONY and TCL, are more exposed.

This report assesses what the key European OEMs can do to minimize the impact of the price rises, and ultimately ensure survival in the European smartphone market.

Table of Contents:

• Memory Price Rises Will Be Felt More Strongly by the Lower-end
• Budget OEMs Are More Exposed to Price Rises
• This is a Period of Adjustment – OEMs Need to Start Planning Now

Number of Pages: 5

Published Date: January 2026