According to Counterpoint research, the hardware cost of the Xiaomi 12S Ultra version with 8 GB of RAM and 256 GB of flash memory was about $ 517, while the smartphone went on sale for $ 887.

In the spring of 2018, Xiaomi CEO Lei Jun said that the company refused to make more than 5% profit from the sale of smartphones, IoT electronic components and all kinds of gadgets. This figure takes into account the deduction of taxes, brand promotion costs and user service. In 2019, he once again confirmed that the company will not cheat too much on its smartphones and will limit itself to a profit of 5%.

It is here that the calculated amount includes only the cost of the components, but not the design, warehousing, logistics, marketing, etc. But in this case, as with all modern Xiaomi smartphones, the profit clearly exceeds 5%. The increase in the price of Xiaomi smartphones has occurred in the last two years, and we are gradually getting used to it. The Redmi and Poco brands remained relatively affordable from the manufacturer.

Experts note that the equipment cost of the Xiaomi 12S Ultra is quite high, as the smartphone uses Leica lenses, Snapdragon 8 Plus Gen 1 mobile platform, excellent display, Xiaomi Surging G1 power management processor and other components.

After the Xiaomi12S Ultra went on sale, Lei Jun said that the recall rate of the phone reached 98%, which is the highest score among high-end Xiaomi products in the past two years. This confirms that Xiaomi is increasingly performing better on its high-end flagships. Source