Google has confirmed that price hikes are coming to the upcoming Pixel 11 lineup and existing devices ahead of its August 12 event in New York City. Company executives cited an unprecedented global RAM shortage as the primary factor behind the broad adjustments.
Google Confirms Hardware Price Adjustments for August 12 Launch
Google is unveiling its next-generation hardware family at a Made by Google event on August 12 in New York City. Bloomberg’s Mark Gurman shared the invite on X, confirming an August 12 launch in New York City a week earlier than last year’s Pixel 10 debut, with the keynote kicking off at 6 PM ET. Ahead of the keynote, the company’s Vice President of Devices and Services, Shakil Barkat, acknowledged that price hikes are coming across the entire Pixel portfolio when speaking with 9to5Google this week. Barkat stated that Google has shielded our consumers from supply fluctuations for as long as possible
but noted that the economics have fundamentally shifted and we’re not immune to that.
There’s never been an increase in memory prices like the world’s going through right now.
Shakil Barkat, Vice President of Devices and Services, Google
While Google has not yet released exact regional pricing schedules ahead of the formal announcement, leaked retail information points to significant structural shifts across the product stack. The hardware adjustments will impact both upcoming models and in-market Pixel phones,
such as the Pixel 10a, which is not even halfway through its lifecycle.
The Supply Chain Pressure Behind the Global Memory Crisis
The underlying driver for the pricing changes is the severe, supplier-driven RAM memory crisis.
To illustrate the drastic shift in component expenses, Google pointed to Morgan Stanley data showing a sixfold increase in memory costs, where 1 GB of RAM went from $2.80 in 2025 to $12 this year. Barkat revealed that, like all other consumer technology companies, Google is experiencing an unprecedented surge in costs. European pricing leaks point to across-the-board hikes driven by the same global memory shortage that has already forced Apple, Samsung, and Lenovo to raise prices in 2026.
Expected Pixel 11 Lineup Changes and Storage Restructuring
French deal-tracking site Dealabs leaked the full pricing grid, confirming that every Pixel 11 model costs more than its predecessor. Google is killing the 128GB storage tier entirely, raising the baseline price by removing cheaper options from the bottom of the lineup. The Pixel 10 started at $799 for 128GB, and that option no longer exists. Industry leaks suggest that the Pixel 11 Pro XL and Pixel 11 Pro Fold might see a straightforward $100 increase, while the rumored starting price of the Pixel 11 and Pixel 11 Pro is expected to increase by $100, though storage doubling to 256 GB would somewhat soften the blow.
| Model | 256GB (est. US) | 512GB (est. US) | 1TB (est. US) |
|---|---|---|---|
| Pixel 11 | ~$899 | ~$1,009 | — |
| Pixel 11 Pro | ~$1,099 | ~$1,199 | ~$1,449 |
| Pixel 11 Pro XL | ~$1,279 | ~$1,399 | ~$1,629 |
| Pixel 11 Pro Fold | ~$1,899 | ~$1,999 | ~$2,249 |
Note: Google hasn’t officially confirmed US pricing, and these estimates use the Dealabs EU leak and Google’s historical pricing strategy. To help mitigate component constraints, hardware adjustments extend beyond raw pricing. Recent leaks have suggested that the entry Pixel 11 Pro will have just 12 GB of RAM, down from 16 GB in its predecessor, and if this pans out then it’s undoubtedly yet another way for Google to keep the costs in check. Pre-orders should open on August 12, with shipping reportedly starting around August 20.
Pixel Watch 5 and Ecosystem Pricing Pressures
Wearable devices are also facing upward pricing pressure. According to a new price leak from Dealabs, the Pixel Watch 5 will also break cover at the event, and it might come with a price hike, just like the Pixel smartphones. According to Dealabs, Google is keeping the same basic Pixel Watch 5 lineup as last year, coming in 41mm and 45mm sizes, with both Bluetooth and Wi-Fi as well as 4G LTE models. The Pixel Watch 5 is also expected to get a new color called Pyrite, with the 41mm version available in Pyrite, Silver, Anthracite, and Gold, while the 45mm version skips Gold and sticks to Pyrite, Silver, and Anthracite. U.S. pricing looks different, as both 45mm models are reportedly getting a $30 increase, moving from $399 to $429 and from $499 to $529.
| Model | Price (USD/EUR/GBP) |
|---|---|
| Pixel Watch 5 41mm (Bluetooth/Wi-Fi) | $399 / €419 / £369 |
| Pixel Watch 5 41mm (4G LTE) | $499 / €519 / £469 |
| Pixel Watch 5 45mm (Bluetooth/Wi-Fi) | $429 / €449 / £399 |
| Pixel Watch 5 45mm (4G LTE) | $529 / €549 / £499 |
Despite the broader macroeconomic cost increases, 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.
Preorders for the Pixel Watch 5 are expected to open on August 12 after the unveiling, while market availability could begin on August 20.
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