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India's Smartphone Prices Rise as OnePlus Limits Increase
Phones in India became more expensive in the first half of 2026.
This happened because the memory used inside phones cost more.
A weaker rupee also made imported parts more expensive.
Most phone companies passed these higher costs on to shoppers.
OnePlus raised its prices less than many rivals.
It had bought some components earlier, when they were cheaper.
Cheap phones were hit hardest, and many fewer were sold.
More expensive phones continued to grow partly because of discounts and payment plans.
Researchers expect memory costs to keep pressuring phone prices for several years.
Indian smartphone prices rose 16% on average in the first half of 2026 as memory costs increased and the rupee weakened.
OnePlus raised prices by about 8%, while the overall market is expected to shrink by double digits.
Phones priced below Rs 10,000 saw average increases of about 32%, with shipments in that segment falling 65% year over year.
Samsung raised the Galaxy S26 base model’s 256 GB price to Rs 1,02,999, while Apple launched the iPhone 18 series at higher prices.
Counterpoint Research said OnePlus benefited from securing memory components early, but price pressure may continue until at least 2028.
- Who
- Indian smartphone buyers, OnePlus, Samsung, Apple, and other phone brands are affected.
- What
- Smartphone prices increased as memory costs and import expenses rose, while OnePlus limited its price increases.
- Where
- India.
- When
- The changes and market data concern the first half and second quarter of 2026; Counterpoint expects pressure to continue before 2028.
- Why
- Higher DRAM and NAND costs, along with a weaker rupee that increased the cost of imported components, pushed prices higher.
Key facts
- Average price increase
- 16% in India in the first half of 2026
- Average selling price
- USD 318 in the second quarter of 2026
- OnePlus price increase
- About 8% on average; its largest single increase was 12%
- Budget segment impact
- Phones below Rs 10,000 rose about 32% in price, while shipments fell 65% year over year in the first half
- Samsung Galaxy S26 price
- The 256 GB base model rose to Rs 1,02,999, about 17% above its launch price
- Apple iPhone 18 pricing
- The series launched at prices 20%-43% higher than the iPhone 17 series in India
- Expected cost outlook
- Counterpoint Research estimates memory prices may not fall before 2028
Quotes
Counterpoint Research
Market research firm analyzing India’s smartphone market
“In a cost shock scenario like this, brands usually have to pick between two choices – hold prices and give up margin, or protect margin and give up volume. OnePlus's H1 numbers suggest it managed to avoid this, mostly because it secured components early and has a portfolio broad enough to spread the pressure instead of loading it onto one price band.”
telegraphindia.com
“Smartphone prices in India rose 16 per cent on average in the first half of 2026, but OnePlus kept its own increase to 8 per cent. The hikes came as memory costs climbed, pushing India's average smartphone selling price to a record USD 318 in the second quarter of 2026.”
telegraphindia.com
Sources
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