The second, much more palatable option for most companies, is to pass some or all of its increased costs directly to consumers. In that region, camera prices are increasing by 5.3 to 11.1 percent across the board, which is up to 500 euros. Nikon said it has experienced “higher memory prices” that kept its operating profit “flat” despite increased sales and US tariff refunds. Sony noted that the “impact of increase in memory costs” hurt its Imaging and Displays businesses this past quarter. The memory price problems could particularly harm entry-level and mid-range cameras, as these are particularly sensitive to price increases.