Main points
- Smartphone manufacturers are considering temporarily halting the release of flagship Ultra models due to memory shortages and rising component prices.
- Large companies like Apple continue to develop premium models despite the difficult market situation, while smaller manufacturers may go bankrupt due to high competition and costs.
Ultra smartphones may disappear from the market due to a component crisis / Unsplash / ROBIN WORRALL
Some smartphone manufacturers are considering temporarily abandoning their top-of-the-line Ultra models, citing a sharp increase in memory prices and component shortages that are affecting the entire industry.
Amid a global memory shortage and rising component prices, some smartphone manufacturers may take a radical step – temporarily suspending the release of flagship Ultra models. According to the report, this primarily concerns several Chinese brands. This is reported by PhoneArena .
Why might manufacturers abandon Ultra smartphones?
In this scenario, companies will continue to release budget , mid-range, and Pro versions, but the most expensive Ultra devices may disappear from the market for a while. These models usually get the most powerful hardware and the latest technologies, but at the same time have limited demand due to their high price.
For example, devices like the Xiaomi 17 Ultra demonstrate the brand's full potential – especially in cameras and performance. However, their sales are significantly lower than mass-market models, making them less profitable in the face of expensive components.
At the same time, big players such as Samsung, Apple and Google are unlikely to follow the same path. For example, Apple is already preparing to launch a new premium iPhone Ultra, despite the difficult situation in the market.
The potential changes are due to a sharp increase in memory prices driven by high demand. A significant portion of supplies are being bought up by large technology companies for data centers and artificial intelligence development, creating a shortage for other manufacturers.
In such conditions, the release of Ultra smartphones becomes risky : expensive components can lead to losses, especially if the device is not sold in large volumes. For many brands, such models play a more image role – demonstrating technological capabilities, rather than bringing in the main profit.
The crisis is already affecting other segments . Some manufacturers are forced to save even in the middle class, returning to simpler solutions, such as 90 Hz displays or teardrop-shaped cutouts for cameras.
As Techtiper writes, experts note that the situation in the memory market remains tense, and some smaller companies even risk bankruptcy. At the same time, large corporations, including Apple , can afford to purchase components at much higher prices, which only intensifies competition.
If the trend continues , the smartphone market may temporarily lose the most innovative models until the cost of components stabilizes.