Samsung executives are signalling that higher prices for consumer electronics may be difficult to avoid as the global memory chip shortage deepens. Speaking from CES 2026 in Las Vegas, company leaders said the ongoing surge in demand for chips used in artificial intelligence systems is squeezing supplies for everyday products, with televisions likely to be caught in the fallout.

Over the past three to five months, prices for key memory components such as DRAM and NAND have risen sharply, in some cases doubling or even tripling. Much of the available manufacturing capacity has been redirected towards data centres and AI workloads, leaving fewer chips for phones, TVs and household appliances. Samsung expects the pressure to continue into 2026 rather than easing in the short term.

Company co-chief executive TM Roh described the situation as unlike anything the industry has faced before, noting that the impact stretches well beyond smartphones. He said the shortage is affecting a broad range of products, including televisions and home appliances, even when those devices do not rely on the most advanced forms of memory.

For now, many mass-market electronics have been shielded from immediate price increases because manufacturers typically rely on long-term supply agreements. That buffer may not last. As contracts come up for renewal and new models are introduced, higher component costs are likely to filter through to retail pricing.

Samsung’s global marketing head Wonjin Lee acknowledged that semiconductor supply issues are already pushing costs higher. While the company is reluctant to pass those increases directly on to customers, he suggested there may be little choice if the trend continues.

Market analysts are backing up those concerns. Research firm Omdia reported in December 2025 that DRAM pricing for televisions had doubled compared with the first half of the year. Memory is only one part of a TV’s bill of materials, with the display panel remaining the single most expensive component, but rising chip costs still add significant pressure.

The timing is particularly challenging because most televisions are sold with very slim profit margins, especially in the budget and mid-range categories. Premium models have slightly more flexibility to absorb cost increases, but even there, sustained component inflation could eventually lead to higher prices for shoppers.