Xbox Series X Price Hiked by £170 in the UK as Memory Costs Bite Console Makers

Microsoft has hiked Xbox Series X prices globally as the global memory chip shortage pushes up the bill of materials for new consoles. The UK has seen the steepest increase, with one Xbox model rising by £170 - a 43% jump, the BBC reported on August 3.

The Numbers

In the US, all 512GB SKUs have seen price increases, with the Xbox Series X crossing $700 for the first time. In Europe, the entry-level price now starts at €499.99 / £429.99. The UK increase is the largest in percentage terms, in part because sterling has weakened against the dollar and in part because UK-specific duties and VAT amplify raw BOM increases. Engadget and GameSpot both reported the increases went into effect on August 1.

"Buying a new Xbox just got a lot more expensive in the US, Europe, and UK," GameSpot wrote.

Why Memory

DRAM and NAND prices have been rising through 2026 as AI infrastructure absorbs available supply. SK Hynix, Samsung and Micron have all publicly disclosed that AI-server demand is crowding out consumer-electronics allocations, and memory now accounts for a meaningfully larger share of console BOM than it did at launch. Apple's MacBook Air is also in short supply for the same reason, TechCrunch reported Sunday.

What's Next

Microsoft has framed the increases as temporary, but analysts expect them to stick through 2027. Sony has not yet raised PS5 prices, but multiple supply-chain trackers say a similar move is likely before the holiday season. The FT separately reported that South Korean memory stocks surged 18% on Friday as investors priced in continued demand. Console makers are caught between AI-driven supply pressure on inputs and weakening consumer demand at higher price points.