Honor Cuts 2026 Phone Sales Target by 15%-30% as Memory Prices Keep Rising
Updated
Updated · HC Newsroom · Jul 1
Honor Cuts 2026 Phone Sales Target by 15%-30% as Memory Prices Keep Rising
1 articles · Updated · HC Newsroom · Jul 1
Summary
Honor is reportedly trimming its 2026 phone sales target by 15%-30%, marking a sharper reset in shipment expectations as smartphone makers confront a worsening component crunch.
Rising memory prices and broader shortages are forcing brands to rethink production and pricing, with the supply squeeze worsening quarter by quarter despite seasonal promotions.
OPPO and Vivo are expected to make similar 15%-30% target cuts, while Xiaomi could lower this year's shipment goal by 20%-30%, signaling pressure across Chinese handset vendors.
Counterpoint said Xiaomi, OPPO, vivo and Honor already underperformed in weeks 19-20 because higher costs left them with weaker pricing flexibility.
Apple, Samsung and Huawei had navigated the first half more cautiously, but the deepening memory shortage is now reshaping pricing and volume plans across the wider smartphone market.