BoM Analysis: Xiaomi’s 12S Ultra Costs $516 After Camera, SoC, Display Upgrades to 11 Ultra

Top

BoM Analysis: Xiaomi’s 12S Ultra Costs $516 After Camera, SoC, Display Upgrades to 11 Ultra

Blogs
/ Jul 15, 2022
/ Ethan Qi

With the release of the Xiaomi 12S series in early July, Xiaomi has further expanded its flagship portfolio in its home market. The new series is also being seen as an extension of the Xiaomi 12 series, aimed at consolidating the brand’s presence in the $600 and above wholesale price band through the second half of 2022.

Xiaomi 12 Series Failed to Strengthen its Share in Premium Segments (>$600)

Thanks to promotions during the 2022 Xiaomi Fans Festival, Xiaomi managed to improve its sales share in the flagship battlefield in April. However, the brand desperately needs new flagship models to replace the Xiaomi 12 and 12 Pro, whose performance has been far less than expected. Against this backdrop, Xiaomi has introduced the new Xiaomi 12S line-up with optimized user experiences.

Sitting at the top of the new series, the Xiaomi 12S Ultra is a successor of the Xiaomi 11 Ultra. The latest Snapdragon 8 Gen 1 Plus platform, the all-new Samsung E5 LTPO 2.0 OLED display and the industry-leading 1-inch 50MP main camera, as well as a tie-up with Leica, represent the major areas of upgrades.

According to Counterpoint Research’s BoM Analysis Practice, producing a Xiaomi 12S Ultra equipped with 8GB RAM and 256GB storage costs around $516. The market price of the model is RMB 5,999 or around $899. The processing, display and image sub-systems, along with memory, contribute nearly 67% of the total manufacturing cost. Below is the functional cost structure of the ultra-premium model.

Xiaomi 12S Ultra BoM Cost Increases to $516

In terms of suppliers, Qualcomm, Samsung and Sony are among the beneficiaries. Qualcomm has a wide range of design wins, from the SoC and paired power management and RF transceiver to RF front-end components, connectivity IC and audio codec. The latter two vendors provide the display panel and LPDDR5 RAM, and image sensors respectively.

Xiaomi has shipped more than 2 million Xiaomi 11 Ultra smartphones so far at the same starting price of RMB 5,999 or around $899. The Xiaomi 12 Ultra is expected to take the baton from here and help improve Xiaomi’s profitability in the ultra-premium segment.

Ethan Qi

Senior Analyst Ethan is a Senior Analyst with Counterpoint Mobile and Semiconductors, dedicated to IoT, the wearable, Integrated Circuits and emerging technologies. Ethan had been working in the mobile phone and semiconductor industry for 10+ years. Prior to joining Counterpoint Research, Ethan served Coolpad, VIA and Intel sequentially as senior technology researcher and product manager respectively.

Counterpoint Weekly Newsletter

Read Here

Global smartphone market grows 8% YoY in Q2 2024; ASP reaches highest level in a second quarter

Hardware Revenues Returns to Growth While Services Continue to Soar for Apple

Sub-$100 5G Smartphones Crucial for 5G Democratization

Counterpoint Conversations: Qualcomm’s India-first Strategy to Deliver sub-$99 5G Smartphones with Snapdragon 4s Gen 2 5G SoC

Term of Use and Privacy Policy

Counterpoint Technology Market Research Limited

Registration

In order to access Counterpoint Technology Market Research Limited (Company or We hereafter) Web sites, you may be asked to complete a registration form. You are required to provide contact information which is used to enhance the user experience and determine whether you are a paid subscriber or not.
Personal Information When you register on we ask you for personal information. We use this information to provide you with the best advice and highest-quality service as well as with offers that we think are relevant to you. We may also contact you regarding a Web site problem or other customer service-related issues. We do not sell, share or rent personal information about you collected on Company Web sites.

How to unsubscribe and Termination

You may request to terminate your account or unsubscribe to any email subscriptions or mailing lists at any time. In accessing and using this Website, User agrees to comply with all applicable laws and agrees not to take any action that would compromise the security or viability of this Website. The Company may terminate User’s access to this Website at any time for any reason. The terms hereunder regarding Accuracy of Information and Third Party Rights shall survive termination.

Website Content and Copyright

This Website is the property of Counterpoint and is protected by international copyright law and conventions. We grant users the right to access and use the Website, so long as such use is for internal information purposes, and User does not alter, copy, disseminate, redistribute or republish any content or feature of this Website. User acknowledges that access to and use of this Website is subject to these TERMS OF USE and any expanded access or use must be approved in writing by the Company.
– Passwords are for user’s individual use
– Passwords may not be shared with others
– Users may not store documents in shared folders.
– Users may not redistribute documents to non-users unless otherwise stated in their contract terms.

Changes or Updates to the Website

The Company reserves the right to change, update or discontinue any aspect of this Website at any time without notice. Your continued use of the Website after any such change constitutes your agreement to these TERMS OF USE, as modified.
Accuracy of Information: While the information contained on this Website has been obtained from sources believed to be reliable, We disclaims all warranties as to the accuracy, completeness or adequacy of such information. User assumes sole responsibility for the use it makes of this Website to achieve his/her intended results.

Third Party Links: This Website may contain links to other third party websites, which are provided as additional resources for the convenience of Users. We do not endorse, sponsor or accept any responsibility for these third party websites, User agrees to direct any concerns relating to these third party websites to the relevant website administrator.

Cookies and Tracking

We may monitor how you use our Web sites. It is used solely for purposes of enabling us to provide you with a personalized Web site experience.
This data may also be used in the aggregate, to identify appropriate product offerings and subscription plans.
Cookies may be set in order to identify you and determine your access privileges. Cookies are simply identifiers. You have the ability to delete cookie files from your hard disk drive.

Top