Samsung Reportedly Seeks Up to 20% 3Q26 DRAM Price Increase; LPDDR Hikes May Exceed 20%

Samsung is reportedly pushing for another wave of memory price increase in 3Q26. According to ZDNet, Samsung Electronics is negotiating aggressively with customers to raise its third-quarter DRAM average selling price (ASP) by as much as 20% from the previous quarter. An industry source added that LPDDR, which is facing severe supply bottlenecks across both the server and mobile markets, could also see price hikes exceeding 20%, although it remains unclear whether customers will accept the full increases.

　　Samsung’s pricing push comes as the broader DRAM market remains exceptionally tight. According to TrendForce, supply conditions are expected to stay extremely constrained in the third quarter of 2026. However, weaker demand from consumer applications and the impact of a higher comparison base are expected to moderate contract price increases to 13–18% QoQ.

　　Notably, the ZDNet report says Samsung’s DRAM ASP has risen faster than SK hynix’s. Industry observers attribute the stronger growth to Samsung’s larger share of commodity DRAM, where prices are more volatile, as well as its more aggressive pricing strategy.

　　The report also notes that Samsung’s DRAM ASP increased by more than 90% quarter over quarter in the first quarter, with second-quarter growth estimated at 50% to 60%. The company is now targeting another increase of around 20% in the third quarter. By comparison, SK hynix, whose product mix has a higher proportion of HBM, is expected to see a smaller ASP increase.

　　Long-Term Pricing Outlook

　　The ZDNet report adds that DRAM prices are expected to remain relatively stable going forward. While the pace of price increases is likely to moderate, a growing share of shipments is being secured under long-term supply agreements (LTAs) with key customers.

　　Micron disclosed during its earnings release late last month that it had signed 16 LTAs with customers, the report notes. Such agreements reflect customers’ expectations that memory supply will remain tight over the medium to long term. The expansion of LTAs with price floors, together with HBM price renegotiations, should help prevent a sharp downturn in the DRAM market next year, as ZDNet points out.

　　The trend toward LTAs has also extended into the automotive sector. Reuters recently reported that Micron signed a long-term memory supply agreement with General Motors, highlighting how customers are increasingly locking in supply amid continued tight market conditions.