Smartphone manufacturer shifts amid rising component costs

High-end smartphone market analysis initially focused on performance and photography benchmarks. Leading models such as the iQOO 15 Ultra and Honor 600 Pro were identified as top performers in processing power, while the Samsung Galaxy S26 Ultra, Google Pixel 10 Pro, and Oppo Find X9 Ultra were highlighted for specific hardware and imaging capabilities.

Rising costs for DRAM and NAND memory components, driven by artificial intelligence industry demand, are now expected to force significant shifts in flagship strategies among major Chinese manufacturers. Reports indicate that Xiaomi may cancel the Xiaomi 18 Ultra in favor of a three-model lineup consisting of the Xiaomi 18, 18 Pro, and an 18 Pro Max, which would potentially replace the Ultra as the top-tier model. There are suggestions that Xiaomi could revive the Ultra branding with a later model, such as the Xiaomi 19 Ultra, once component prices stabilize.

Recent reports from tipster Kartikey Singh suggest these strategic changes are driven by soaring costs for DRAM and NAND memory chips, which are expected to remain high through 2027. The high cost of manufacturing Ultra models with advanced camera systems and large storage capacities is reportedly making them less economically viable for global release.

Furthermore, Oppo and Vivo may restrict their next-generation Ultra models—the Oppo Find X10 Ultra and Vivo X500 Ultra—exclusively to the Chinese market rather than pursuing global releases. If these shifts occur, Samsung’s Galaxy S27 Ultra could become one of the few remaining Ultra-branded flagships available on a global scale.