- Memory prices continue to rise, prompting smartphone OEMs to pass rising costs on to consumers through price hikes across both new and legacy models.
- In contrast, Huawei has maintained pricing stability and further expanding into the mid-to-low-end segment.
- The entry-level Enjoy 90 series delivered strong sales performance, supporting market share gains, driven by its large battery capacity and smooth system experience.
- Huawei’s outperformance in the memory crisis reflects structural strengths, including a localized supply chain that mitigates cost volatility and greater pricing flexibility to absorb short-term margin pressure.
Amid sharply rising memory prices, many smartphone OEMs have reduced SKUs and raised prices on selected legacy models to offset mounting cost pressure. In contrast, Huawei has taken a counter-cyclical approach by maintaining stable pricing while introducing the entry-level Enjoy 90 series. Notably, this marks Huawei’s first move to extend its 5G-enabled Kirin chipsets into entry-level models, signaling a further down-tiering of its in-house silicon and reinforcing its push into the mid-to-low-end segment. According to Counterpoint Research’s China weekly tracker, Huawei Enjoy 90 Pro Max delivered significantly stronger sales performance, helping the brand further expand its domestic market share.
