Huawei is set to launch the Huawei Pura 90 series phones in China on April 20th. The company has so far revealed and opened pre-orders for only two models — Huawei Pura 90 Pro and Pura 90 Pro Max — in China. 

If last year’s lineup is anything to go by, you’d expect four models in total. But that might not be the case anymore.

According to tipster Fixed Focus Digital, Huawei is scrapping the Ultra model altogether this generation. That is to say, Huawei Pura 90 series will have the vanilla, Pro, and Pro Max versions.

More interestingly, this might not be a Huawei-only move.

Many smartphone brands may discontinue Ultra models

Another well-known leaker, Digital Chat Station, claims that several other smartphone brands are also hitting pause on their Ultra-tier devices. Instead, the companies could reshuffle their portfolios. 

The Pro Max that just sits below Ultra might inherit some of the imaging features that would have otherwise been reserved for the Ultra. Essentially, the Pro Max will replace the Ultra. 

The tipster notes that this is due to soaring memory prices. And in these circumstances, launching an Ultra model would push the retail price beyond 10,000 yuan (~ $1500), which is far above the typical pricing range for Ultra series devices.

The current surge in memory prices shows no signs of easing either. According to a report by Counterpoint Research, the supply gap in the memory market is unlikely to be resolved until at least the second half of 2027.

This means cost pressures will remain a persistent challenge for the smartphone industry for a considerable period. Combined with factors such as limited demand for Ultra models, many brands may opt to discontinue the Ultra line. 

For consumers, though, the implications are harder to ignore. The era of pushing top-tier specs at relatively aggressive prices may be winding down. And as brands recalibrate, the barrier to entry for true flagship experiences is only getting higher.

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The post Huawei drops Pura 90 Ultra from lineup, and sadly, the industry may follow appeared first on Gizmochina.