BEIJING / LONDON (IT BOLTWISE) – The Chinese smartphone manufacturer Xiaomi is forced to adjust the prices of its new Redmi K90 series. The reason for this is the increased cost of memory chips, which have developed more strongly than expected. This has led to resentment among price-sensitive customers, particularly in China.
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The Chinese smartphone manufacturer Xiaomi recently announced the prices of its new Redmi K90 series, which caused disappointment among many customers. The reason for the price adjustment is the increased cost of memory chips, which have developed more than expected. Xiaomi President Lu Weibing explained on the Chinese microblogging site Weibo that the cost pressure had transferred to the pricing of its own products.
The new model Redmi K90, equipped with 12GB of RAM and 256GB of flash storage, is available for 2599 yuan, the equivalent of around 314 euros. For comparison: the previous model K80 Series cost 2,499 yuan last year, around 302 euros. This price increase has caused dissatisfaction among price-sensitive Chinese customers.
The higher surcharge for the K90 version with 512GB flash memory is particularly disappointing for many customers. This variant costs 300 yuan more, a total of 2899 yuan, which is equivalent to around 350 euros. For comparison: In Europe, model variants with twice as much memory are sometimes available for just 40 to 50 euros extra.
To counter the criticism, Weibing announced a 300 yuan discount on the 512GB variant of the K90, which will be valid for one month. This makes this variant just as affordable as the 256GB version. This move shows that Xiaomi is listening to its customers’ needs and trying to mitigate the impact of increased chip costs.
The increase in the price of memory chips is due to a change in production by memory manufacturers. These are increasingly focusing on the production of DDR5 and GDDR7 components for graphics cards and high-bandwidth memory (HBM) for AI accelerators, instead of producing smaller components for PCs, televisions and smartphones. According to market observer Trendforce, prices for DDR4 components rose by 13 to 18 percent between April and June.
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