Overview
- In October 2026, Circana released U.S. retail data showing year-to-date through August Xbox unit sales fell 33 percent and PlayStation sales fell 25 percent, with Xbox at an all-time low and PlayStation at its weakest point since 2013.
- Average prices have jumped to record U.S. highs in 2026, with the typical Xbox selling for about $529 and the typical PlayStation for about $597, driven by repeated manufacturer price hikes to offset rising component costs.
- Industry reporting and executive statements attribute the price rises to a memory shortage caused by RAM production shifting toward AI data-center needs, and major suppliers have warned those shortages could persist into 2028.
- Higher average selling prices have allowed some manufacturers to grow hardware dollar revenue even as unit sales fall, but the premiumization strategy narrows access for price-sensitive consumers and tightens retail availability.
- Publishers and retailers hope November’s Grand Theft Auto VI launch could boost holiday sales, yet any uplift will depend on console stock levels and consumer willingness to pay higher prices, and the situation could shape pricing and supply for the next console cycle.