Less capacity for ordinary phone memory means a higher price for it. On a cheap phone, memory now accounts for over 65% of the bill of materials, meaning the total cost of the physical parts. A brand selling a KES 15,000 phone has almost no margin to absorb a component increase of that size. Behind Samsung on 24% and Apple on 20%, Xiaomi held 12%, OPPO 11%, vivo 8%, and everyone else combined 26%. All three agree on the direction, on Samsung and Apple growing while the rest shrank, and on the damage being concentrated below $200.