Memory chip prices have surged fourfold since September 2025, forcing Chinese smartphone makers in India to raise prices from under $150 to $200-$250. This has diminished their value proposition, leading consumers to gravitate towards premium brands like Samsung and Apple, whose market shares increased by 200 and 100 basis points respectively in the June quarter. Overall, India's smartphone shipments fell 7.9% year-on-year in H1 2026 to 64.2 million units, while average selling price hit a record $315.