I’m a camera expert. I hate to be the one to say this, but camera prices are probably about to get worse

As a seasoned technology reporter who has spent more than a decade delving into the camera industry, I've observed a consistent upward trend in camera prices over recent years. However, recent disclosures from leading camera manufacturers suggest that the upward trajectory may intensify in the foreseeable future, and the culprit behind this potential price escalation is artificial intelligence (AI).

The burgeoning demand for AI-driven generative technologies necessitates extensive data storage in costly data centers, which has led to a surge in storage costs, affecting photographers' lives through higher prices on memory cards and external hard drives. Nevertheless, the ramifications extend beyond mere storage devices. Major camera brands have reported a rise in memory component costs, which, in turn, could influence camera prices.

Sony, Canon, Nikon and Fujifilm have all acknowledged this as a significant challenge and have hinted at potential pricing adjustments to offset these soaring expenses. These memory cost hikes are not merely a minor fluctuation; for instance, Fujifilm projected a ¥25 billion ($157 million / £116.2 million / AU$222 million / CA$218.6 million) increase in 2026, while Canon estimated a more staggering ¥69.4 billion ($423.9 million / £318.9 million / AU$606.4 million / CA$598.6 million) expense.

While these reports primarily focus on the prospect of price hikes, the frequency of camera brands acknowledging the impact of rising memory costs suggests that the issue warrants serious attention. Although some brands managed to secure ample memory supplies for 2026, industry experts predict that memory costs may linger beyond 2030.

Should this prove true, I foresee camera prices climbing in the near future, possibly launching at higher list prices for upcoming models. Although a price increase may not always entail revisiting the entire product line for adjustments, as observed after US tariff hikes, the impact may manifest through higher list prices for forthcoming models.

Despite the Supreme Court's ruling invalidating some tariffs and returning them to the photographer, I am doubtful that prices will revert to pre-tariff levels, though they might at least help mitigate future price increases in the US. Nonetheless, it's evident that memory costs are not the sole driver of camera prices, and a possible respite could emerge from a projected slowdown in the camera industry in 2026, though not as severely as for compact cameras.

While camera brands have merely hinted at potential pricing changes and other cost-reduction strategies to counter the memory cost surge, as a camera industry insider, I harbor the belief that if memory costs persist unabated, photographers may bear the brunt of additional gear price hikes due to AI advancements.