Xiaomi, OPPO, and vivo may scale back Ultra flagship models

Reports indicate a significant shift in the premium smartphone market as major Chinese manufacturers adjust their flagship strategies due to rising component costs. According to industry leaker Kartikey Singh, Xiaomi may cancel the Xiaomi 18 Ultra, opting instead for a three-model lineup where the Xiaomi 18 Pro Max takes the top position.

This decision is reportedly driven by soaring prices for DRAM and NAND memory chips, which are essential for high-end Ultra models. The increased costs make it difficult for manufacturers to maintain profitability on ultra-premium devices without significantly raising retail prices.

Similar trends are expected from other major players. Leaks suggest that OPPO and vivo may restrict their next-generation Ultra models, specifically the OPPO Find X10 Ultra and vivo X500 Ultra, to the Chinese market, potentially leaving Samsung as the primary provider of global Ultra-branded flagships.