Google Lifts Pixel 10a Price to $599 as Memory Component Costs Surge

Google has increased the price of the Pixel 10a by $100 to $599, adjusting the cost of the mid-range smartphone seven months after its release without making any changes to the hardware, according to reporting by The Next Web .

The price adjustments raise the 128GB configuration from $499 to $599, while the 256GB model has moved to $699. The updated listings have appeared across the Google Store, Amazon, and Best Buy, following an initial report from 9to5Google. Google did not respond to a request for comment and has not indicated whether prices in Europe will also rise.

The Pixel 10a launched in March running Google’s Tensor G4 processor—two generations behind the silicon used in the newer Pixel 11—and delivered limited upgrades over the Pixel 9a. The mid-cycle price hike underscores intensifying component pressures across the mobile hardware sector. In July, Google Vice President Shakil Barkat noted that RAM costs had surged from $2.80 per gigabyte to $12, citing data from Morgan Stanley. The company had already launched the flagship Pixel 11 in August at $899, representing a $100 increase over the Pixel 10.

Repricing existing inventory has quickly spread across the industry. Apple raised prices on older iPhone models already in stores last month alongside the release of the iPhone 18 Pro, while Samsung increased prices by $100 across most of its Galaxy S26 lineup this week.

The price of memory now accounts for as much as half the bill of materials for a budget Android handset, up from roughly 15% prior to the component shortage, while DDR5 memory prices in Germany have jumped 414% over the past year.

Manufacturers are pursuing different strategies to handle the cost inflation. Nothing cancelled a planned budget smartphone in June rather than release a device without substantial generational improvements. Google has trimmed hardware specifications and altered software, reducing the 256GB Pixel 11 Pro from 16GB of RAM to 12GB while modifying Android to lower its operational memory footprint.

European electronics retailer Currys warned in July that its stockpiles would secure supply only through September, anticipating higher prices for phones, laptops, and televisions thereafter. While former chief executive Alex Baldock declined to specify expected increases, the retailer—which operates across the UK, Ireland, and the Nordics—has not yet announced price rises as of October.