HUAWEI is set to launch its Pura 90 series in China on April 20, but the lineup may arrive with a notable omission.
So far, the company has only revealed and opened pre-orders for the Pura 90 Pro and Pura 90 Pro Max. Based on previous generations, many expected four models in total including an Ultra variant, but that may no longer be the case.
No Ultra this time
According to tipster Fixed Focus Digital, HUAWEI is planning to scrap the Ultra model entirely for this generation. Instead, the Pura 90 lineup is expected to consist of the standard, Pro, and Pro Max variants.
Not just a HUAWEI move
The shift may not be limited to HUAWEI. Another tipster, Digital Chat Station, claims that multiple smartphone brands are considering dropping their Ultra-tier models as well.
Rather than maintaining a separate Ultra device, companies could reposition their portfolios by pushing high-end features down to the Pro Max tier, effectively making it the new top model.
Rising memory costs driving the change
The main reason behind this potential shift appears to be soaring memory prices. Increasing component costs particularly DRAM and NAND are making it harder for brands to justify Ultra models without significantly raising prices.
In current conditions, launching an Ultra device could push pricing beyond 10,000 yuan (around $1,500), which is higher than what most consumers expect even from premium-tier smartphones.
Long-term impact on the industry
According to Counterpoint Research, the memory supply gap is unlikely to stabilize until at least the second half of 2027. This suggests that cost pressures will remain a long-term challenge for smartphone makers.
Combined with relatively limited demand for Ultra models, brands may find it more practical to streamline their lineups and focus on fewer, more balanced flagship tiers.
What it means for consumers
For users, this shift could signal the end of an era. Ultra devices have traditionally represented the peak of smartphone innovation, often offering the most advanced cameras and features at competitive prices.
If manufacturers move away from Ultra branding, top-tier specs may become less accessible, with fewer options at the highest end and potentially higher prices for flagship-level experiences.
As brands recalibrate their strategies, the smartphone market could be entering a phase where premium features are more consolidated and more expensive than before.