Ahead of the Pixel 11 launch, the Made by Google hardware division detailed how it’s impacted by the “severe, supplier-driven RAM memory crisis.” 9to5Google spoke this week with Google’s Vice President of Devices and Services, Shakil Barkat, about the situation and how that will affect what’s coming next month.
Barkat emphasized that, like all other consumer technology companies, Google is experiencing an unprecedented surge in costs, noting that “there’s never been an increase in memory prices like the world’s going through right now.” He pointed to Morgan Stanley data about a sixfold increase wherein 1 GB of RAM went from $2.80 in 2025 to $12 this year.
The hardware executive said Google has “shielded our consumers from supply fluctuations for as long as possible,” referring to hardware already on the market. However, the “economics have fundamentally shifted and we’re not immune to that.”
As such, the entire Pixel family of devices will see price “adjustments” that “will be rolled out dynamically to match supply realities.” This includes the upcoming Pixel 11 series, though the company won’t be sharing specifics until the August 12 announcement. Google’s hardware portfolio also includes the Pixel Watch.
Google notes it is committed to “delivering premium experiences at an accessible value.” Barkat said buyers can still expect promotions, trade-in offers, and bundled perks like Google One, which are a “central part of how we make the Pixel lineup accessible.”
According to recent leaks, the most obvious sign of this crisis appears to be the entry Pixel 11 Pro going from 16 GB of RAM to 12 GB. The rumored starting price of the Pixel 11 and Pixel 11 Pro is expected to increase by $100, but storage doubling to 256 GB would somewhat soften the blow. However, leaked pricing suggests that the Pixel 11 Pro XL and Pixel 11 Pro Fold might see a straightforward $100 increase.
This disruption will also impact “in-market Pixel phones.” Google did not expand further, but that’s presumably in reference to the Pixel 10a, which is not even halfway through its lifecycle as the company’s mid-range entry. The company today is not sharing when existing prices will increase, but it’s probably wise for prospective customers to purchase sooner rather than later.
In making these changes, Google said its focus is on ensuring “device offerings remain incredibly competitive” throughout “every tier of the Pixel family.”
Beyond needing to pass “supplier costs” to consumers, Google is also “aggressively engineering its way through these challenges.” Barkat mentioned a “dedicated effort” to drive down memory requirements across Android and the app ecosystem to “enable devices to have less RAM while maintaining a great user experience.”
Additionally, Google credits its full stack AI, software, and silicon approach with allowing on-device models to load and execute efficiently.
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