Xiaomi 12S Ultra Hardware Cost
At the beginning of this month, Xiaomi officially launched the 12S Series, which includes Xiaomi’s camera flagship of the year – Xiaomi 12S Ultra (Review) equipped with the most ruthless material. Qualcomm’s Snapdragon 8+ Gen1, the first 1-inch large bottom Sony IMX989 sensor, and even joined hands with Leica.
From the retail price of the smartphone and actual the cost of materials, we can often derive the profit margin of cell phone manufacturers. According to the Counterpoint research’s BoM analysis practice, the Xiaomi 12S Ultra hardware cost is about 516 USD (about 41,000 Indian rupees) for the 8GB + 256GB memory version.
Among them, 67% of the total cost is of the processor, screen, camera, and memory. Specifically, the processor costs 128 USD, the screen costs 89 USD, the camera costs 79 USD, the memory costs 58 USD, and the Cellular RF system costs 24 USD.
It should be noted that the cost mentioned here refers to the hardware cost alone, and does not include the cost of design, R&D, warehousing, logistics, and other aspects. While Xiaomi 12S Ultra retail price for the 8GB+256GB version of the phone is currently priced at RMB 5,999 (about 71,000 INR) on Xiaomi Mall.
The hardware cost alone, Xiaomi 12S Ultra is 516 USD, plus the cost of other aspects, the machine’s profit margin does not look high. As a comparison, the material cost of the iPhone 12, which is slightly less expensive than the Xiaomi 12S Ultra, is about 415 USD.
The hardware cost of the Xiaomi 12S Ultra is expensive because the machine uses a lot of new hardware, IMX989, Leica lens, Snapdragon 8+, Xiaomi Surge G1 battery management chip, Surge P1 charging chip, and so on. Lei Jun has also said that the Leica lens is a bit expensive.