If you're not a bank heir or heiress with pockets that run as deep as the Mines of Moria, I guess you are not smiling that much these days. Particularly if you have a thing for flagships, regardless of whether we're talking about the best Android phones or the best iPhone to buy in 2026.
These aren't made-up apocalyptic scenarios; we're already living it—Samsung unveiled the Galaxy S26 earlier this year with a $100 hike and the recently presented Galaxy Z Fold 8 Ultra now starts at $2,099 (another $100 hike compared to its predecessor).
But who'll be the winner? Which company will take the least hit? I guess we can define "a win" like this: which will be the company that'll manage to sell the most phones in the next year and a half?
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The strongest position
The iPhone 18 Pro Max looks gorgeous in this render. | Image by Jon Rettinger
Personally, I think Apple is in the strongest position of the three in the US. The company already has one of the most loyal customer bases in the tech world. Plenty of iPhone owners upgrade every few years almost automatically, and while nobody enjoys paying more, history suggests Apple customers are generally more willing to accept higher prices.
The timing also works in Apple's favor. Samsung has already softened the market with two major flagship price increases this year. If Google follows through with rumored Pixel 11 price hikes on August 12, the shock factor disappears even more. By the time Apple unveils the iPhone 18 Pro lineup, it won't be the only company asking customers to spend more.
Ironically, Samsung and Google may end up acting as Apple's best defense.
Google's position is particularly interesting. Pixel phones have earned plenty of praise for their software and camera processing, but among tech enthusiasts, they've struggled to generate excitement with hardware lately (that's "thanks" to the Tensor chips). Rumors surrounding the Pixel 11 family don't exactly help. Higher prices are one thing, but if they arrive alongside less RAM and smaller batteries than the Pixel 10 lineup, convincing enthusiasts becomes even harder.
From unimaginable to reality
Pixel 11 Pro in Dune shade. | Image by Droid Life
Samsung may face a similar situation next year. If current rumors prove accurate, the Galaxy S27 Ultra could push beyond the $1,300 mark. A few years ago, that number would've sounded ridiculous. Today, it feels surprisingly believable.
By then, though, consumers may already be exhausted by constant price increases across the industry. Some buyers will postpone their upgrade altogether. Others may decide to wait for Apple's rumored iPhone 20 Pro later in 2027, especially if Apple makes it a major anniversary-style release with meaningful upgrades.
Remember OnePlus?
OnePlus has been quietly stepping away from the US and much of Europe to focus on China and India. That's unfortunate because OnePlus often delivered flagship-level hardware at prices that made Samsung, Apple and Google look lazy. Bigger batteries, much faster charging and a top-notch performance were all part of the formula.
The problem is that mainstream buyers in the US never fully embraced the brand. People say they want cheaper alternatives—then they keep buying iPhone and Galaxy handsets.
The biggest takeaway
None of the companies can really be singled out as the villain. If Apple raises prices, it can point to Samsung. If Samsung raises prices, it can point to Google. If Google raises prices, it can point to Apple.
Each one can simply shrug and say, "Everyone else is doing it".
That's frustrating, but it's also how markets work when the biggest players move together instead of against one another. Now, if only the customers would act as a unibody, too.
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Sebastian is one of PhoneArena’s senior opinionators. A veteran news writer with almost 20 years of experience in media and technology, he not only covers all the hot news about Galaxies and iPhones, but often provides hot takes on industry trends. He’s fascinated with camera-focused flagships from the likes of Oppo and Vivo, as well as foldable phones.
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