Why are Android manufacturers abandoning Ultra flagships?

The primary reason is the rising cost of RAM, which increases production expenses and forces companies to reconsider their flagship lineups.

Which brands are affected by these changes?

Xiaomi canceled the Xiaomi 18 Ultra, while OPPO and vivo will not release the OPPO Find X10 Ultra and vivo X500 Ultra globally. Samsung is likely to continue selling Ultra flagships worldwide.

What will replace Ultra models?

Manufacturers are shifting to the "Pro Max" naming format, previously used for devices a tier below Ultra. However, the technical specifications of new models may remain high.

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Hardware

Android Manufacturers Abandon Ultra Flagships Due to Rising RAM Prices

August 17, 2026

Photo: Android Authority

Quick answer

Android manufacturers are abandoning Ultra flagships due to soaring RAM prices. Xiaomi canceled the Xiaomi 18 Ultra, while OPPO and vivo will restrict the OPPO Find X10 Ultra and vivo X500 Ultra to local markets.

Rising RAM prices are forcing leading Android manufacturers to reconsider their flagship lineups. According to leaks, Xiaomi has completely abandoned the Xiaomi 18 Ultra, while OPPO and vivo have decided not to release their next Ultra models—OPPO Find X10 Ultra and vivo X500 Ultra—on the global market. Samsung is expected to remain the only brand continuing global sales of devices with the "Ultra" suffix.

Instead of Ultra flagships, manufacturers plan to focus on models with the "Pro Max" suffix. For example, Xiaomi already uses this naming for its top-tier devices, though previously Pro Max models lagged behind Ultra in specifications. Now, with the cancellation of the Xiaomi 18 Ultra, Pro Max may become the company’s new flagship until the release of the Mix series, which is currently planned only for the Chinese market.

Despite the name changes, the technical specifications of new flagships may remain high. Leaks suggest that Pro Max devices from Chinese brands will still lead Samsung in innovation, except for foldable smartphones. However, it remains unclear whether the new models will retain the extreme camera modules and top-tier specifications that defined Ultra lineups.

Common questions

Why are Android manufacturers abandoning Ultra flagships?: The primary reason is the rising cost of RAM, which increases production expenses and forces companies to reconsider their flagship lineups.
Which brands are affected by these changes?: Xiaomi canceled the Xiaomi 18 Ultra, while OPPO and vivo will not release the OPPO Find X10 Ultra and vivo X500 Ultra globally. Samsung is likely to continue selling Ultra flagships worldwide.
What will replace Ultra models?: Manufacturers are shifting to the "Pro Max" naming format, previously used for devices a tier below Ultra. However, the technical specifications of new models may remain high.

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