Apple, Samsung and Google raise prices: the increases to know and why refurbished phones are worth considering

Updated 3 October 2026 · Focus on Italy, with international comparisons

Replacing a smartphone is becoming more expensive, even when the phone you want has already been on sale for months. Between September and early October, Apple, Samsung and Google revised several list prices, from iPhones and Galaxy phones to the Pixel 10a. For anyone looking to keep costs down, refurbished phones now deserve an even closer comparison.

We have gathered the price increases documented during this period, specifying each model, storage capacity and market. The tables distinguish increases for the same device from higher prices for a new generation. They use manufacturers’ list prices: retailer promotions, voucher codes and trade-ins can change the final amount. Unless stated otherwise, euro prices refer to Italy, not UK pricing; links to Italian stores identify the offers being compared.

Apple: even iPhones already on sale are getting more expensive

The price changes following the 9 September 2026 event affected the iPhone 16, iPhone 17e, iPhone 17 and iPhone Air. What stands out is that these phones receive no new hardware in return for the extra cost: Apple is changing the asking price.

For the iPhone 16, 17e and 17, the increase is €150 across the storage options still on sale. For the iPhone Air, it varies by capacity. The changes are documented by TuttoTech and, for starting prices, by Spider-Mac.

Current prices checked in the Italian Apple configurators for iPhone 16, 17e, 17 and Air. Prices are in euros, including VAT, without a trade-in.

For anyone hoping to save by choosing an older iPhone, this is a significant change: the 256 GB iPhone 17e rises from €729 to €879, an increase of around 20.6%. In practice, this makes it even more useful to compare the official list price with the other available options.

iPhone 18 Pro: how much has changed from the previous generation?

The comparison between iPhone 17 Pro and iPhone 18 Pro concerns different products with the same storage capacity. The new models were announced on 9 September and became available on 18 September. Storage capacity has a substantial effect on the price difference.

Sources: iPhone 17 Pro announcement, previous indexed list prices and current iPhone 18 Pro prices on Apple’s Italian website. The new 2 TB iPhone 18 Pro, at €2,989, has no equivalent 17 Pro with the same capacity and is excluded from the increase calculations.

This is not limited to Italy. In the UK, list prices for iPhones already available have risen by £100 across the configurations considered, except for the 1 TB Air, which has gone from £1,399 to £1,699. These are UK prices and should be read in their own currency. TechRadar’s international overview; Apple UK’s iPhone Air prices.

Samsung: price increases for Galaxy S26 and the Galaxy A range

Galaxy phones also saw increases in early October. For the S26 range, reports on 1–2 October document a €100 increase for 256 and 512 GB configurations, while the 1 TB S26 Ultra rises by €200. SmartWorld’s Italian price check reports the same figures as Samsung’s purchase configurators.

Comparison with Samsung Italy’s original list prices and current prices in the Italian configurators for Galaxy S26 and S26+ and S26 Ultra. Discounts, promotions and trade-ins are excluded.

Galaxy A: more affordable phones are rising in price too

Mid-range and budget phones are affected. Tech4D’s 2 October price check reports the following changes in Italy, with increases ranging from €10 to €70.

* For the 256 GB A57 and A37, the previous prices reported by the publication differ from the launch prices: Samsung originally quoted €599.90 and €529.90 respectively. The €50 and €40 increases in the table therefore refer to the comparison published in October; they should not be confused with the total change since launch. The new A57 price is also shown in Samsung’s Italian configurator.

Galaxy S26 FE: a different comparison

The Galaxy S26 FE, available since 4 September, is not listed among the phones affected by the October S26 increase. However, it launched at higher prices than the original S25 FE list prices: €819 versus €769 for 128 GB and €919 versus €829 for 256 GB, increases of €50 and €90 respectively. This compares two generations in the Italian market. Sources: Samsung announcements for S26 FE and S25 FE.

In the United States, from 1 October, the 256/512 GB S26 models also rise by US$100, and the 1 TB Ultra by US$200. This provides international evidence of the same trend, without implying that US and Italian prices are directly equivalent. Android Authority’s report.

Google: Pixel 10a rises by €100 in Italy

Google’s most recent example is the Pixel 10a. On 2 October, SmartWorld reported the new Italian Google Store prices: €649 for 128 GB and €749 for 256 GB. Google Italy’s launch announcement quoted €549 and €649 respectively.

For the 128 GB version, the difference is around 18.2%. Again, the increase affects the same model already on sale. Retailers’ actual prices may remain lower: a list price increase does not mean that every offer is immediately adjusted.

The revision also affects other markets. 9to5Google documents the US increase from US$499 to US$599 for 128 GB and from US$599 to US$699 for 256 GB. In the UK, the two capacities rise from £499/£599 to £599/£699, with current prices displayed in the Google UK configurator; the previous US and UK list prices for both capacities are recorded in TechAdvisor’s launch coverage. In Canada, MobileSyrup reports the starting price rising from CA$679 to CA$849, around 25% more.

The Pixel 11 family belongs to the August launch instead: in the US, starting prices for the Pixel 11, 11 Pro and 11 Pro XL are US$899, US$1,099 and US$1,299, compared with US$799, US$999 and US$1,199 for the previous series. This compares starting prices across generations, rather than an October increase for the same phones. The Pixel 11 range starts at 256 GB, whereas the Pixel 10 and 10 Pro started at 128 GB, so the comparison is not like for like in storage. Google sources: Pixel 11 and Pixel 10.

Why are smartphone prices rising?

Memory is one of the main sources of cost pressure. According to TrendForce’s 30 September 2026 analysis, manufacturers continue to prioritise production capacity for high-performance servers, while demand linked to artificial intelligence keeps the market tight. For the fourth quarter, the company forecasts contract price increases of 10–15% for conventional DRAM and 15–20% for NAND Flash compared with the previous quarter.

These are component forecasts, not increases already applied at the same rate to every phone. Final prices also depend on commercial decisions, configurations, markets and promotions.

The trend nevertheless extends beyond any single launch. In its 3 September report, Counterpoint Research records a worldwide average increase of around 15% in the retail prices of existing models since the start of 2026; for Europe, it reports 7%. These are aggregate figures over the period analysed: they do not mean that every smartphone has risen by 15%, or that the entire increase happened in recent weeks.

What does this mean if you need to buy a phone?

The clearest consequence is that waiting for the next model no longer guarantees a reduction in the previous model’s list price. The iPhone 16 is an example: the product stays the same, while the official store’s asking price changes. Before buying, it therefore makes sense to start with your budget and the features you actually need, rather than focusing only on the year in the phone’s name.

A useful comparison involves four checks:

• Same model and storage: 128 and 256 GB are not equivalent configurations.
• Final price: distinguish an unconditional price from an offer requiring a trade-in, contract or voucher code.
• Device condition: for refurbished phones, the cosmetic grade, battery and declared repairs matter.
• Expected ownership period: consider battery life, support and the remaining software updates for your chosen model.

If your current phone works well, keeping it remains a sensible option. If you need to replace it, comparing discounted new devices with refurbished ones helps you choose based on the actual cost.

Why refurbished phones are becoming an even stronger option

Higher list prices are increasing interest in devices that have already been manufactured and returned to sale after checks and, where necessary, repairs. The advantage of a refurbished phone is the opportunity to buy a model suited to your needs for less than a new one, or to find a higher storage capacity within the same budget.

This does not make the sector immune to increases: the supply of used devices, spare parts and demand can also influence its prices. Value needs to be checked for each product. Here is a concrete comparison recorded in the Italian market on 3 October 2026.

A real example in Italy: the 128 GB iPhone 16

The difference is €455, or around 44.2% of the new price on Apple’s Italian store. The calculation compares the official list price with the specific refurbished configuration shown, rather than the lowest new price available from any retailer.

The Ottimo grade, as labelled on the Italian store, may allow minor signs of use; the Ottima battery option specifies a capacity of at least 85% on the product page. A new battery is a separate option. Prices, configurations and availability may change: the product page remains the up-to-date reference.

What to check before choosing a refurbished phone

A price becomes meaningful when it comes with clear information. Check who sells the device, how it is tested, its stated cosmetic condition, battery health, and warranty and return terms. The page about Likenewiphone’s refurbishment process describes testing, any replacements, cleaning and restoration.