Memory prices are constantly rising and pushing smartphone brands to alter their production and shipment strategy. After Apple, brands like Honor, Vivo, and OPPO are reportedly reducing their 2026 phone sales targets due to the ongoing market crisis.
FixedFocus noted that Honor can be reducing its 2026 phone sales target by up to 15 to 30%. Tech vendors like OPPO and Vivo will follow suit to deal with the rigorous supply chain and memory shortage problems.
Xiaomi can lower its shipment target by 20 to 30% this year. Other brands like OPPO and Vivo will reduce their sales target by 15-30% unless the market situation turns better.
An early report by Counterpoint last month revealed that Xiaomi, OPPO, vivo, and Honor have underperformed in week 19th-20th due to cost pressure and weaker pricing flexibility.
The industry-wide memory shortages and component price increases are now defining the overall scale of the smartphone market. In the first quarter of 2026, many phone brands compensated for memory prices by raising their device prices.
While Apple, Samsung, and Huawei played safe in the Q1 and Q2 smartphone market with their effective pricing strategy, the last two players recently announced their move towards price adjustment (Check more details HERE).
However, the memory shortage condition is getting worse quarter by quarter, leading phone brands to make changes in their product pricing and shipment expectations.
Despite seasonal promotions, many mobile companies are suffering from a low growth rate. As a result, they are now shifting their sales target, at least for this year.
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