Ahead of the Pixel 11 launch, Google’s Made by Google hardware team has described how it is being affected by a severe, supplier-driven RAM memory crisis. In an interview, Shakil Barkat, Google’s Vice President of Devices and Services, explained the scope of the issue and how it will influence product decisions and pricing as the company prepares for the new devices.
Barkat stressed that Google, like all consumer technology companies, is facing an unprecedented rise in memory costs. He explained that the market has seen a dramatic increase in RAM prices, with industry data indicating that the cost of 1 GB of RAM rose sharply between 2025 and 2026. This surge represents a major change in the economics of building hardware and has forced manufacturers to re-evaluate pricing, supply management, and product configurations.
For hardware already on shelves, Barkat said Google has worked hard to shield customers from sudden supply fluctuations for as long as possible. Still, he acknowledged that the underlying economics have shifted so significantly that Google is no longer immune to those pressures. As a result, the company will implement price adjustments across the Pixel family to reflect current supply realities.
Those adjustments will apply to the upcoming Pixel 11 lineup and other Pixel hardware, including the Pixel Watch. Google has chosen to delay detailed pricing announcements until its official event on August 12, but it confirmed consumers should expect dynamic price updates that mirror the availability and cost of critical components like memory.
- Related: Pixel Watch 5 specs leak with no chip upgrade, but more RAM
Despite the market pressures, Google emphasized its commitment to delivering premium experiences at accessible value. Barkat said buyers can still anticipate promotions, trade-in programs, and bundled perks such as expanded cloud and subscription services, which remain essential tools for making the Pixel lineup reachable for a wide range of customers.
Leaked information ahead of the official reveal suggests one visible consequence of the RAM shortage: the entry Pixel 11 Pro model may ship with 12 GB of RAM rather than 16 GB. Rumors also point to a potential $100 increase for the starting prices of the Pixel 11 and Pixel 11 Pro, though those models could ship with larger base storage—possibly doubling to 256 GB—which would offset some of the price impact. Higher-end models such as the Pixel 11 Pro XL and Pixel 11 Pro Fold may see more straightforward price increases without storage changes.
Google also confirmed the disruption will affect phones already on the market. While the company did not offer specifics, this likely includes mid-range models such as the Pixel 10a, which remains early in its product lifecycle. Google declined to provide a firm timetable for when current prices might be raised, but advised that prospective buyers consider purchasing sooner rather than later if they want to avoid potential increases.
Throughout these changes, Google’s stated priority is to keep device offerings competitive at every tier of the Pixel family. The company plans to balance passing on unavoidable supplier costs to consumers with internal adjustments that preserve value and user experience.
To address the root causes and reduce long-term dependence on higher memory capacities, Google is actively pursuing engineering optimizations. Barkat described a dedicated effort to lower memory requirements across Android and the app ecosystem, enabling devices to run smoothly with less RAM while maintaining strong performance and responsiveness for everyday users.
Google also cited the advantages of its integrated approach—combining AI, software, and custom silicon—as a means to optimize on-device model loading and execution. By tailoring software and silicon together, Google can increase efficiency, reduce memory usage for certain tasks, and deliver AI features without requiring excessive RAM on every device.
Join 9to5Google Pro to get more from your favorite site
9to5Google offers expanded membership benefits that include an ad-free members-only podcast, access to an exclusive Discord community, and monthly Q&A sessions with editors. Subscriptions are available on a monthly or annual basis for readers who want extra content and behind-the-scenes access.
In summary, the global RAM shortage has forced Google to reconsider pricing and product configurations across the Pixel lineup. The company is combining short-term measures—like targeted price adjustments, promotions, and trade-ins—with longer-term engineering work to lower memory requirements and increase efficiency through software and silicon integration. Consumers should expect official pricing details at Google’s forthcoming announcement and consider current offers while they remain available.