The Pixel 10a just got a $100 price hike without getting any better

11 October 2026

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Google launched the Pixel 11 with a higher price tag than its predecessor. But unlike Apple, it didn’t raise the prices of older Pixel models. Apple sharply increased the price of the iPhone 17 following the launch of the iPhone 18 Pro. Unfortunately, Google is now following in Apple’s footsteps, as it has silently increased the price of its mid-range Pixel 10a by $100.

If you head over to the Google Store in the US, the Pixel 10a now retails for $599, up from its launch price of $499 (via 9to5Google). This comes just a day after Samsung increased the prices of its flagship Galaxy S26 family in the US, South Korea, and other markets by $100 or more.

For now, the increased Pixel 10a price is only showing up in the US, but it should soon expand to other markets where the phone is available.

A $100 increase for a mid-range device is a lot, as it may effectively put the phone out of reach for many. You are essentially paying 20% more for the same phone. Plus, the $599 starting price is for the 128 GB model, with the 256 GB Pixel 10a now costing $699. That’s the same price Samsung sells the Galaxy S26 FE with 128 GB of storage.

The higher price certainly weakens the Pixel 10a’s overall value. But considering the global DRAM and NAND shortages and their insane price hikes, this is the new reality of the smartphone market.

Every consumer device launched this year has carried a higher MSRP than its predecessor, with some companies even rolling out multiple price hikes to offset the increased component pricing.

If you’re looking to buy the Pixel 10a, check your nearest Best Buy or Walmart to see if you can still find the phone at its original price. Even Amazon has updated its listing to reflect the new MSRP.

Budget phones are no longer a thing

If anything, don’t be surprised if Google ends up increasing the Pixel 11 price by $100 before the end of this year.

DRAM and NAND prices keep going up with every passing quarter, and there’s no sign of them slowing down. Google — and every other company — can only absorb so much of the cost increases before they pass them on to consumers. And this also means that smartphone prices are unlikely to go back to their pre-2026 levels anytime soon.