The starting price of mobile phones has generally risen, and OnePlus Li Jie: The price of upstream components continues to rise

Digital Intelligence Frontline

2024-07-01 17:12Creators in the field of technology

On June 27, OnePlus released the Ace3Pro, the performance masterpiece of the year. This model with a starting price of 3199 yuan is equipped with the highest-end performance trio: the most advanced chip - the third-generation Snapdragon 8 mobile platform, the most powerful memory at the moment - full blood LPDDR5X (up to 24GB) and the highest flash memory at the moment - UFS 4.0 (up to 1TB). In addition, the OnePlus Ace3 Pro is also equipped with a 6100mAh glacier battery and 100W fast charging, and it also supports a 1.5K oriental screen, a second-generation Tiangong cooling system, ColorOS 14 and other configurations.

However, compared with the previous generation, the starting price of OnePlus Ace 3 Pro has increased by 200 yuan. And price increases are already a common phenomenon in the mobile phone industry. The Honor 200, which was released at the end of May this year, has also increased by 200 yuan from the starting price of the previous generation of products.

Li Jie, president of OnePlus China, revealed in an interview that in the case of continuous price increases in chips and memory, many products and manufacturers will choose to increase prices next, which is the general status quo in the industry. Prior to this, Zhao Ming, CEO of Honor, also gave a similar reason: "Now the global supply of various raw materials and electronic devices is relatively tight, and as we enter the era of AI applications and computing power, the supply of many devices may enter a relatively tight and shortage state in the future." ”

This year, the prices of screen modules, SoCs, and memory, the main raw materials for mobile phones, have risen most significantly. According to CFM flash memory market data, after three consecutive quarters of sharp increases, for the upcoming third quarter, a number of storage OEMs have released quotations to continue to float. However, based on the current price level and the need for higher market share, the increase has been significantly reduced. Among them, the embedded UFS contract price increased by 5%~10% month-on-month; The LPDDR4X contract price increased by 3%~8% month-on-month.

And some manufacturers who have not increased prices have also chosen to "reduce allocation". Previously, Meizu officially stated that due to the adjustment of the production process, the flash memory specifications of the Meizu 20 Classic produced after April 29, 2024 (including that day) will be adjusted to UFS 3.1, and relevant marks have been made on the label of the product packaging box.

However, although the price has increased, the OnePlus Ace3 Pro also has a lot of upgrade points. For example, compared with OnePlus Ace 2 Pro, OnePlus Ace 3 Pro uses a new generation of 8Gen3 chips, and its performance is much higher than last year's 8Gen2. The screen has also been upgraded from last year's LTPS screen to this year's 8T LTPO screen, whether it is smoothness or power saving, the experience will be better. The glacier battery of up to 6100 mAh is used, and it can be charged once every two days. In addition, the OnePlus Ace3 Pro achieves 120 frames per second in Genshin Impact, and these technologies and tuning, including network performance optimization, will affect the cost of the phone.

In addition to the new mobile phone, OnePlus also released a tablet and watch for the first time, with a starting price of 2799 yuan for a tablet and a starting price of 1799 yuan for a watch. OnePlus Tablet Pro is equipped with Qualcomm's contemporary flagship processor, and it has also become the first Android tablet equipped with Qualcomm's third-generation Snapdragon 8 mobile platform.

Although it is not early to enter the game, in Li Jie's view, the first time he joins the tablet and IoT track, it is mainly due to two considerations: first, OnePlus's user base is growing, and many users themselves have the needs of multiple devices, and the experience of product interconnection under the same brand will be better;

The second is one of OnePlus's core user groups, college students, who use tablets very frequently during school, mainly for study and entertainment. In both cases, the performance requirements of the tablet are very high. This also happens to be OnePlus's strong point.

View original image 15K

•