Google Boosts Pixel 10a Price to $599 Amid Memory Shortages
Google has increased the starting price of its 128GB Pixel 10a smartphone in the US from $499 to $599, a $100 hike announced on October 2. This follows a similar price increase across the entire Pixel 11 series earlier this year, where all four models also saw a $100 rise. Google had previously warned that memory shortages would impact 'in-market Pixel phones,' though it did not specify which models or when changes would occur.
With the new $599 price tag, Google may struggle to position the Pixel 10a as an affordable option, despite it still being $300 cheaper than the standard Pixel 11. The price adjustment was first reported by 9to5Google. This is not the first Google hardware product to see a price increase; its TV Streamer 4K recently rose from $100 to $150, attributed to higher component costs.
Google is not alone in facing cost pressures. Samsung raised US prices across its Galaxy S26 series by $100 just one day before Google's announcement. Apple has also increased prices on the iPhone 18 Pro and Pro Max, as well as other products like the iPad and Mac this year. The rapid growth of AI data centers is driving up demand for memory, tightening supplies for consumer devices like smartphones and PCs.
Micron has warned that the memory crunch could persist until 2028, as new production facilities take time to ramp up. Hardware manufacturers are exploring alternative solutions, such as partnering with China’s CXMT, the fourth-largest memory manufacturer. However, the US government has cautioned against such collaborations. The $500 premium smartphone category is now under threat, with several mid-range models seeing price increases.
For businesses planning a phone refresh, the Pixel price increase means revisiting device budgets and supplier quotes. A purchase of 100 devices would now cost an additional $10,000 before taxes or discounts. Buyers should compare storage configurations, security-update coverage, and device-management compatibility when evaluating alternatives.