Rising memory prices are rippling through the phone supply chain, and niche handset brands are passing through a turn from growth to decline under cost pressure. At the same time, Xiaomi's MIX Flip 2 foldable has seen its price plunge from a 5,999 yuan launch tag to 2,339 yuan, a new low that reflects the competitive squeeze in the end market.
Xiaomi MIX Flip 2 gets a steep price cut
The Xiaomi MIX Flip 2 foldable launched in June 2025 with the Snapdragon 8 Elite processor, and the 12+256G version carried a 5,999 yuan launch price. Today its Tmall flagship store cut the price directly to 2,339 yuan, a level reached with an 88VIP appliance coupon and Taobao coin deductions.
The phone packs a 5,165mAh Xiaomi Jinshajiang battery (10% silicon content / 843Wh/L energy density), the first time a flip phone's battery capacity has topped 5,000mAh. It features a 4.01-inch M9 emissive material cover screen with 3,200nits multi-scenario peak brightness, adapts to 500+ high-frequency apps, and supports desktop app editing, multitasking cards, photo album viewing and Super Xiao Ai, among other features. For imaging, it carries a 50MP Leica main camera (Light Hunter 800, optical image stabilization) plus a 50MP Leica ultra-wide camera.
Memory price hikes hit niche brands
TMTPost reported that with a memory storm overhead, niche phone brands have "nowhere to run." The report summed up the trajectory of niche brands as "growth, highlight, turning point, decline…" and noted that rising memory prices are pressuring the phone supply chain, with niche brands passing through a turning point under cost pressure.
Rising memory prices typically raise costs for phone makers, which in turn affects product pricing and profit margins.
Niche brands, being smaller, have relatively weak bargaining power in the supply chain and face bigger challenges during memory price upcycles. Based on clues, some brands may respond by adjusting product strategy or scaling back operations.
Market impact and what to watch
The steep price cut on the Xiaomi MIX Flip 2 reflects fierce competition in the foldable phone market on one hand, and may be tied to changes in memory costs on the other. The impact of memory price hikes on device makers and the consumer market is still unfolding, and the memory price trend and phone makers' response strategies warrant close attention.
Industry analysts say memory cycle swings will accelerate consolidation in the phone industry, and niche brands' room to survive may be squeezed further. Consumers, meanwhile, may face changes in product choices and price adjustments.