18.08.2026 11:30
The massive demand in the artificial intelligence sector driving memory and storage component costs to record levels has begun to change smartphone manufacturers' plans. It is stated that Xiaomi is preparing to pause the Ultra model in its new flagship series due to rising costs, while Oppo and vivo may limit their most powerful models to China.
The rapid growth in the artificial intelligence sector and the massive global demand for these technologies have driven memory and storage component prices to record levels. This unexpected cost crisis in the smartphone market has forced the world's leading manufacturers to completely overhaul their product plans. The rapid rise in production costs has directly impacted the future of flagship devices positioned at the very top by brands.
XIAOMI TEMPORARILY SHELVES ITS 'ULTRA' MODEL
According to reliable industry sources, tech giant Xiaomi has decided to make a radical change in its next-generation flagship series by pausing its model bearing the 'Ultra' name. Aiming to present users with three different options instead of a four-device lineup, the company will position the Xiaomi 18 Pro Max as its most powerful alternative.
At the core of this choice lies the risk that combining expensive memory units with advanced 200-megapixel camera systems could push device prices to a level consumers cannot afford. It is noted that the company aims to reintroduce this top-tier model to the market as the Xiaomi 19 Ultra in the coming years if component costs rebalance.
SAMSUNG COULD REMAIN THE ONLY 'ULTRA' IN THE GLOBAL MARKET
Other Asian manufacturers Oppo and vivo, facing similar cost pressures, have also begun developing defensive strategies. Both brands, which previously sold their top-tier devices worldwide, are now focusing on limiting the most equipped models in their upcoming flagship series to the Chinese domestic market only.
If these yet-to-be-officially-announced decisions come into effect, the Samsung Galaxy S27 Ultra will remain the only flagship option carrying the 'Ultra' label in international markets. Chinese tech giants, meanwhile, will predominantly compete globally with their Pro Max models.