NEW DELHI: Rising memory and chipset costs are putting pressure on margins, prompting brands to raise prices across models and segments, with analysts warning that consumers could face further increases in coming months.

Rising memory chip costs are reshaping the world's second-largest smartphone market as Chinese brands become expensive, improving the value proposition for Samsung and Apple.

India’s smartphone market is shrinking, but phones are getting more expensive.Shipments fell 11% in Q2 2026, while the average selling price hit a record $315, up more than 14%.…