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Resurfacing an August move: chip costs lead Samsung, Realme to raise prices up to 13%, shrinking festive deals
Amazon reported 70% growth in premium Android phone sales in two days, but Samsung raised prices on two mid-range phones by 5% and Realme by up to 13% as memory chip costs limit festive discounts. Counterpoint expects first three days' volume to fall 16%.
- Realme, up to, three models13%
- Samsung, two mid-range phones5%
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Reported figures
From the report. Source details below
| IDC India smartphone sales projection for 2026: | 125 million |
|---|---|
| India smartphone sales in 2025: | 152 million |
| iPhone 17 price on Flipkart: | ₹86,999 |
| Festive share of annual electronics sales: | nearly 30% |
Why it matters for the brand
Amazon reports 70% growth in premium Android phone sales in the first two days of the festive season, but memory chip costs are shrinking discounts and Counterpoint expects first-three-day volume to fall 16%, so electronics retailers should lean the festive mix toward premium and plan for shallower deals.
What to track next
- Counterpoint's festive volume decline below the 16% it expects for the first three days, in its post-Diwali read, would mean chip-led price hikes are not choking demand.
- Further price increases by Samsung or Realme beyond the 5% and up-to-13% rises already made
- Amazon's update on premium Android growth against the 70% reported for the first two days
- IDC revising its 2026 forecast from 125 million units, against 152 million in 2025
- Memory chip price direction in the next quarterly contract resets
Likely next moves
Our read of what comes next — analysis, not reported by the source.
- Amazon is likely to push exchange bonuses, bank-card offers and no-cost EMI in place of headline price cuts, so premium Android growth holds while list prices stay firm.
- Samsung and Realme are likely to hold their increases through the festive window, and may widen them to more models if memory chip costs stay high.
- Other Android brands may follow with selective price rises or fewer launch-price promotions, since chip costs hit the whole industry.
- Shoppers are likely to shift toward premium and exchange-led purchases, and some will defer entry and mid-range buys that carry the biggest percentage increases.
- Amazon and its brand partners may rely on limited-period flash deals to keep traffic up as the festive season builds.
The source
First seen