# SoftBank CEO Hints at Price Hikes for Lower-End Phones

> SoftBank CEO Miyakawa says ¥500,000 phones are 'computers' and hints at lower-end price increases next fiscal year.
- Title: SoftBank CEO Hints at Price Hikes for Lower-End Phones
- Summary: SoftBank CEO Miyakawa says ¥500,000 phones are 'computers' and hints at lower-end price increases next fiscal year.
- Keywords: softbank, iphone 18 pro, iphone duo, paytoku 2, y mobile, ntt docomo, ahamo, memory prices, fiscal 2026, softbank consumer segment, mobile arpu, BigGo Finance
- Source: BigGo Finance — https://finance.biggo.com/news/fb0be59a-3760-49c8-b030-7abdea5359d7
- Author: BigGo Finance
- Published: 2026-11-09T21:56:28+00:00
- Read time: 2 min
- Topics: softbank, iphone 18 pro, iphone duo, paytoku 2, y mobile, ntt docomo, ahamo, memory prices, fiscal 2026, softbank consumer segment, mobile arpu, finance
## SoftBank CEO Miyakawa's phone statement
SoftBank CEO Junichi Miyakawa described smartphones reaching ¥300,000 to ¥500,000 as 'no longer a telecom carrier's handset price. It's a computer.'

> no longer a telecom carrier's handset price. It's a computer
## Price hike expectations for lower-end devices
Miyakawa indicated lower-priced devices could see price increases from fiscal 2027 due to soaring memory prices.
## Fiscal 2026 first-half results
SoftBank reported record revenue of ¥3.7987 trillion, operating profit of ¥642.1 billion, and net profit of ¥364.5 billion for the first half of fiscal 2026.
## Mobile ARPU and churn rate improvements
Mobile ARPU rose ¥230 year-on-year to ¥3,950, and the smartphone churn rate improved to 1.31% in fiscal 2026.
## iPhone 18 Pro lineup details
The iPhone 18 Pro and iPhone 18 Pro Max, along with the foldable iPhone Duo, form the fall 2026 iPhone lineup with no standard model.
## High-end sales performance
Miyakawa noted high-end smartphone sales are performing better than last year despite no change in the customer base.
## High-end growth limitations
Miyakawa expects a limit to high-end smartphone growth eventually despite customer demand for premium devices.
## Mid-range and low-end strategy
SoftBank plans to introduce mid-range and low-end options to counter high-end growth limitations.
## Memory price impact on pricing
Miyakawa warned memory prices won't fall, so low-end devices may also see price increases from fiscal 2027 onward.
## Consumer segment financials
The consumer segment reported higher revenue but lower profit, with segment profit forecast raised to ¥565 billion for full year.
## Rate revision impacts
SoftBank raised monthly fees on existing plans by ¥110 to ¥550 from July 1, and Y!mobile lifted plans by ¥220 and ¥330.
## Competitor response to rate changes
NTT Docomo will restructure ahamo into three tiers from December 1, raising prices for up to 40GB to ¥3,135.
## Cybersecurity measures
SoftBank has been offering 'Patching as a Service' since July using OpenAI's AI models to support vulnerability assessments and patching.
## HAPS technology progress
SoftBank confirmed smartphone calls and 118 emergency calls using HAPS in August, planning commercialization from 2027 onward.
## Key takeaway

SoftBank CEO Miyakawa states smartphones costing ¥300,000 to ¥500,000 are no longer phones but computers, and predicts lower-priced devices may see price hikes from fiscal 2027 due to rising memory costs.