Google's (GOOGL) new phones are USD 100 more expensive than last editions; raises prices of new phones on "severe" memory crunch

• Google Wearables to track insulin resitance in category first.

Hardware vendors passing through component cost pressure at launch pricing is a well-worn pattern: handset makers have historically absorbed moderate input inflation in flagship lines to defend share, and raised headline prices only when the cost shock is broad enough to hit the whole peer set at once, since uniform industry pain lowers the competitive risk of moving first. The attribution to a severe memory crunch is the operative detail; DRAM and NAND pricing cycles have repeatedly fed through to BOM costs and then to retail pricing with a lag, and the tell for whether this is transitory or structural is the memory spot and contract price trajectory, plus whether rival flagship launches carry similar increases. A vendor citing the crunch explicitly also tends to signal it expects the tightness to persist across the product cycle rather than a single quarter. Margin read-through runs in both directions: price increases protect gross margin if volumes hold, but past episodes of supply-driven pricing have pressured unit demand at the margin, so the follow-ons are channel inventory commentary and any guidance language on memory procurement costs. The wearables insulin-resistance item is a category-first feature claim rather than a regulated diagnostic, and features of that kind have historically functioned as ecosystem lock-in rather than revenue drivers. Overall this is a supply-chain cost story surfacing in consumer pricing, not a demand signal.