Google has officially announced price increases across its Pixel device lineup, including the highly anticipated Pixel 11 series. The company attributes these "adjustments" to an unprecedented global shortage and surge in the cost of RAM memory components.
Shakil Barkat, Google's Vice President of Devices and Services, confirmed the price hikes, describing the current situation as a "severe, supplier-driven RAM memory crisis"—a challenge facing the entire consumer technology industry. Barkat highlighted that the cost of 1GB of RAM has escalated dramatically, rising from approximately $2.80 in 2025 to around $12 currently, a more than fourfold increase.
Google stated it has absorbed these rising component costs and supply chain disruptions for as long as possible but can no longer sustain the growing expenses. The price adjustments will be "rolled out dynamically to match supply realities."
Reports suggest the upcoming Pixel 11 Pro model, set to launch on August 12, 2026, may feature 12GB of RAM instead of the previously anticipated 16GB and could see a $100 price increase. Similar hikes are expected for other premium models like the Pixel 11 Pro XL and Pixel 11 Pro Fold. Additionally, Google indicated that prices for "in-market Pixel phones," potentially including newer models like the Pixel 10a, may also be adjusted.
Despite the confirmed price increases, Google plans to offer various incentives to consumers. Barkat noted that the new Pixel phones will launch with promotions, trade-in offers, and bundled perks such as Google One subscriptions. The company emphasized its commitment to delivering "premium experiences at an accessible value" despite the market challenges.