From the price and material cost of mobile phones, we can often get the profit margin of mobile phone manufacturers.
According to Counterpoint, the hardware cost of the Mi 12S Ultra (8GB+256GB) is around 3500 yuan,The current 8GB+256GB version is priced at 5999 yuan on Xiaomi.
Note that the cost mentioned here only refers to the hardware cost, excluding the cost of design, research and development, storage, logistics and other aspects.
The mi 12S Ultra costs 3,500 yuan for the hardware alone, and with all the other costs, the profit margin doesn't look great.For comparison, the iPhone 12, which costs slightly less than the Mi 12S Ultra, costs about 2,600 yuan.
The hardware cost of the Mi 12S Ultra is high because of the new hardware, such as Leica lens, Snapdragon 8+ mobile platform and The Mi Paper G1 battery management chip. Lei Jun once said that leica lens is a little expensive, even he was a little distressed.
When the Mi 12S Ultra went on sale, Mr. Lei said it received 98% favorable reviews, the highest for xiaomi's high-end product in two years. This shows that Xiaomi is doing better and better in high-end flagship.