Phison CEO Warns NAND Chip Prices Will Keep Climbing Rapidly Amid Supply Shortages

• March 10, 2026

Phison Electronics’ CEO Khein-seng Pua has recently highlighted the ongoing challenges plaguing the global memory chip market, specifically within the NAND segment. The executive dismissed any immediate hopes for relief in the widespread shortage of memory chips, emphasizing that the crisis shows no signs of abating.

Speaking about current market conditions, Pua pointed out that NAND chip prices are escalating at an alarming pace. In a particularly striking example illustrating the volatility, prices reportedly surged by 50% overnight, stressing the intensity of supply constraints and demand pressures.

Supply constraints fuel rapid price escalation

The memory chip shortage has been an ongoing issue affecting various sectors reliant on solid-state storage solutions, including consumer electronics, data centers, and automotive industries. Despite several efforts from manufacturers to ramp up production, the balance between supply and demand remains heavily skewed.

According to Phison’s CEO, the scarcity is aggravated by insufficient available capital and inventory across the supply chain. This scarcity underpins continuous price hikes and restricts the availability of NAND chips for device makers, potentially influencing the cost and availability of SSDs and other flash-based products.

The persistent elevated pricing environment could have significant ramifications for technology companies and consumers alike, as NAND memory is a critical component in a broad range of products, from smartphones and laptops to enterprise storage systems.

While some industry analysts had anticipated some softening in the memory market, statements from Phison’s leadership suggest that the upward pricing trend is likely to continue in the near term. The CEO’s remarks serve as a reminder that the semiconductor sector, particularly the memory chip segment, remains vulnerable to global supply disruptions well into 2026.

In light of this, manufacturers and buyers may need to prepare for ongoing supply challenges and elevated costs, potentially prompting continued strategic adjustments in sourcing and inventory management across the electronics supply chain.

Phison’s CEO forecasts continued sharp increases in NAND chip prices as supply shortages persist without relief.