Sharp Indonesia has confirmed that smartphone prices are likely to rise as memory component costs continue to climb in the global market. The company says the impact is most visible in the mid-range and upper-mid-range segments, where phones use far more RAM and internal storage than other consumer electronics.
The explanation came from Ardy, Smartphone Product Marketing Head Division at PT Sharp Electronics Indonesia, during an exclusive discussion in Jakarta. He said the pressure is not limited to Sharp alone, because the smartphone industry depends heavily on DRAM and NAND flash, both of which move with global supply and demand.
Why Sharp phone prices are under pressure
Ardy said the memory price surge hits smartphones harder than other product categories. Phones now depend on large memory packages measured in gigabytes, while products such as televisions use far less.
“Yang berimpact akibat memori itu smartphone. Karena konsumsi memori besar-besar, ukurannya gigabyte,” Ardy said. In practical terms, that means each upgrade in RAM or storage can raise production costs more noticeably than in devices with lighter memory requirements.
Sharp’s TV business, by contrast, is less exposed to the same problem. The company noted that an LED TV generally uses around 2GB of memory, so changes in memory prices do not affect its final selling price as sharply as they do for smartphones.
What is driving memory prices higher
The key issue is not an internal policy from Sharp or a decision from its global parent company. Instead, the company points to the wider semiconductor market, where memory prices rise and fall depending on global production, inventories, and demand from large-scale industries.
That demand now includes not only phones and PCs, but also data centers and other computing systems that consume huge amounts of memory chips. When those sectors absorb more supply, handset makers can face tighter availability and higher input costs.
This matters because modern smartphones need more memory than before. Apps are heavier, multitasking is more common, and on-device AI features are increasing hardware requirements across the market.
How the price pressure affects smartphone makers
For smartphone brands, memory inflation creates a difficult balancing act. Consumers still expect larger storage, faster performance, and smoother AI functions, but those expectations push bills of materials higher.
That can force companies to choose between two unpopular options: raise prices or reduce features. Sharp says it wants to maintain competitiveness without sacrificing the value expected by buyers.
The situation also affects product positioning. Mid-range and premium models usually carry the most memory, so they are the first to feel the price shock. Entry-level phones can also face pressure, but the effect tends to be more manageable because their hardware demands are lower.
What Sharp is doing to respond
Rather than relying only on price competition, Sharp says it is focusing on market education and added value. The company wants consumers to understand why smartphone prices can move even when the brand itself does not change its strategy.
Ardy said Sharp hopes buyers will see benefits beyond the sticker price. “Kalau dari sisi harga, sulit bertahan dengan yang ada. Kami berharap konsumen mau menerima dengan benefit lain di luar harga,” he said.
Those benefits may include better features, stronger after-sales service, or a more refined user experience. For a brand that wants to stay relevant in a crowded market, this approach can help protect demand even when component costs move upward.
1. Main factors behind the expected Sharp phone price increase
- Rising global memory chip prices.
- Higher RAM and storage needs in modern smartphones.
- Strong demand from data centers and computing sectors.
- Pressure to keep specs competitive without cutting quality.
These four factors are shaping the cost structure for many Android phone makers, not only Sharp. The broader industry is facing the same supply-chain reality, so retail price adjustments could become more common if component costs stay elevated.
Sharp’s market position in Indonesia
Sharp has continued to position smartphones as part of its long-term strategy in Indonesia. The brand is aiming at the mid-to-high-end market, where feature expectations are higher and product differentiation matters more.
That strategy makes sense in a market where customers compare cameras, battery life, memory size, AI features, and after-sales support before choosing a device. It also means Sharp must keep an eye on component pricing more carefully than brands focused only on low-cost devices.
The company’s remarks also reflect a wider industry trend. As Android phones become more powerful and software becomes more demanding, memory is no longer a minor component. It has become one of the biggest cost drivers in handset production.
Why shoppers should pay attention now
Consumers planning to buy a Sharp phone may want to watch the market closely, especially if they are considering models with larger storage or advanced features. Even small changes in chip pricing can affect the final retail tag when devices are built with high-spec memory.
That does not necessarily mean every Sharp model will rise at the same pace. But the company’s warning signals that pricing pressure is real, and the effect may show up first in phones with bigger RAM and storage configurations.
For buyers, the key question is no longer just how much a phone costs, but what value it offers compared with the memory and features inside it. As the global semiconductor market remains volatile, Sharp and other smartphone makers will likely keep adjusting their offerings to protect both competitiveness and margins.
