The smartphone market is absorbing a new wave of cost pressure, but the price movement is far from uniform. In the middle of war-driven supply disruption and a sharp memory chip shortage, several phones have kept their prices unchanged, even as others have already become more expensive.
That split is visible in Indonesia’s retail market, where some models still hold steady while vendors adjust selected lines only. Samsung’s Galaxy A07 5G in the 6GB/128GB variant, for example, remains listed at Rp2,799,000, or about $174, while Tecno has also kept the Camon 50 Series at the same level for now.
Price increases are not hitting every model
Recent market monitoring shows that smartphone prices are under pressure across brands, but the impact is uneven. Vendors often raise prices only on specific models, especially in entry-level and midrange categories where margins are tighter and memory costs make up a larger share of the total bill of materials.
Tecno is one of the clearest examples of this selective adjustment. In April 2026, Tecno Mobile Indonesia PR Manager Anthoni Roderick confirmed that some devices faced higher suggested retail prices, but not all product lines were affected at the same time.
This approach suggests that brands are trying to protect their most competitive models from rapid price changes. They appear to be balancing supply costs, channel strategy, and consumer sensitivity at the same time.
Models that have stayed stable
Some devices have remained unchanged despite the broader cost spike. Samsung Galaxy A07 5G 6GB/128GB is still sold at Rp2,799,000, or around $174, based on official vendor monitoring.
Tecno also said the Camon 50 Series has not seen a price change in the current period. That means all variants in the series are still held at their previous official pricing, at least for now in monitored sales channels.
| Product | Variant | Price |
|---|---|---|
| Samsung Galaxy A07 5G | 6GB/128GB | $174 |
| Tecno Camon 50 Series | All variants | Unchanged |
| Selected Tecno models | Various | No increase |
Models that have already gone up
Other Tecno phones have already moved upward in price. The Spark Go 3 4GB/64GB rose from Rp1,399,000 to Rp1,499,000, or from about $87 to $93.
The Pova 7 5G also became more expensive. Its 8GB/128GB model increased from Rp2,999,000 to Rp3,199,000, or about $187 to $200, while the 8GB/256GB variant moved from Rp3,199,000 to Rp3,299,000, or roughly $200 to $206.
A number of devices in marketplaces were also listed above their launch pricing. The Camon 50 8GB/128GB, for instance, was recorded at Rp3,799,000, or about $237, compared with its earlier launch price of Rp3,599,000, or around $225.
Why memory chips are driving the pressure
The main factor behind the current price strain is memory. Counterpoint Research reported that DRAM prices rose more than 50% quarter-on-quarter in the first quarter of 2026, while NAND Flash climbed more than 90% quarter-on-quarter.
That surge matters because memory is a major part of smartphone production costs. The impact is strongest in entry-level phones, where the memory share of the total device cost is much larger than in premium models.
For entry-level smartphones with wholesale prices below $200, a common setup such as 6GB LPDDR4X plus 128GB eMMC can lift the bill of materials by as much as 25% quarter-on-quarter. In extreme cases, memory alone can account for up to 43% of total manufacturing cost.
Why some phones avoid a price hike
Vendors do not usually adjust every model at once. Some products keep their prices because they still use older stock, were built under earlier component contracts, or serve price-sensitive buyers that brands do not want to lose.
- Older inventory can delay a price reset.
- Key models are often protected to maintain sales volume.
- Price changes are usually phased in to avoid market shock.
- Online and offline prices may differ based on distribution strategy.
Tecno has also indicated that online prices can be slightly higher than prices in official stores. That means buyers need to check the exact sales channel before making a purchase, because the same model can carry different pricing depending on where it is sold.
What buyers should watch next
The current situation shows that smartphone pricing is being reshaped by supply chain stress rather than by a single market-wide increase. In a market hit by war, memory shortages, and higher input costs, prices can stay stable on one model while moving up on another within the same brand.
That makes price tracking important for shoppers who plan to buy soon. Official vendor listings, marketplace updates, and channel-specific promotions may continue to shift as component costs remain elevated and brands decide which models can still absorb the pressure without a visible price hike.