Amid a sharp surge in global storage prices, even REDMI, known for its 'extreme cost-performance ratio', is struggling to withstand the pressure.
On April 21, as a new member of the REDMI K series, the REDMI K90 Max was officially launched. This new phone, positioned as a gaming performance flagship, is equipped with MediaTek's 'Dimensity 9500' processor and the 'Game Dedicated Chip D2'.
However, beyond its hardcore specifications, the strong market signals released by the K90 Max in terms of naming and pricing strategy have drawn greater attention from the outside world: facing a wave of price hikes in storage components, the price defense line for mid-range models is beginning to crumble.
The 12GB+256GB, 16GB+256GB, 12GB+512GB, and 16GB+512GB versions of the REDMI K90 Max are priced at 3,499 yuan, 3,799 yuan, 3,999 yuan, and 4,299 yuan respectively, while the top-tier '16GB+1TB' version reaches 4,999 yuan.
Officially announced, during the initial sales period from launch until 24:00 on April 22, all versions will enjoy a 300 yuan subsidy, and the 12GB version can additionally stack an extra 200 yuan e-commerce subsidy on top of that.
Excluding national home appliance subsidies, the actual final price for the K90 Max's lowest configuration (12GB+256GB) remains as high as 2,999 yuan.
It is worth noting that this time the K90 series did not continue with an 'Ultimate' version but instead introduced a 'Max' version, with its core selling point being the built-in 18.1mm industry-largest mobile phone fan, challenging the strongest active air-cooling solution for mobile devices to bring a better experience for gaming users.
If the K90 Max is viewed as a direct iteration of the K80 Ultimate, its actual starting price for the lowest configuration has surged by 400 yuan compared to the previous generation's launch price.
The K series has always been Xiaomi's core weapon for conquering the mid-tier market, where the target audience is highly sensitive to price.
Yet, as a mid-range model, the K90 Max's starting price still approaches the 3,000 yuan threshold even after subsidies, while the high-end version directly enters the premium price range of 4,999 yuan.
In the current market environment characterized by extended consumer upgrade cycles and increasingly rational spending, REDMI's 'crossing over' into the high-end market regarding pricing could very likely erode its original cost-performance moat, leading to a loss of its target customer base and compressing its market share in the fiercely competitive mid-range segment.
According to the latest market monitoring data released by research firm Counterpoint Research, smartphone shipments in China declined by 4% year-on-year in the first quarter of 2026, with the overall market remaining sluggish.
Against the backdrop of a generally declining market, Xiaomi's performance faced even greater pressure, with its domestic smartphone shipment share plummeting by 35% year-on-year in the first quarter of 2026.
After losing its absolute price advantage, whether this product bearing the 'Max' name can convince consumers to pay based on its 'strong cooling' capabilities and stabilize Xiaomi's market foundation in this adverse situation remains to be tested by the market.

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Amid a sharp surge in global storage prices, even REDMI, known for its 'extreme cost-performance ratio', is struggling to withstand the pressure. On April 21, as a

- The REDMI K90 Max has been launched amid rising global storage prices, challenging its reputation for value.  
- Featuring the MediaTek Dimensity 9500 processor and significant pricing for its configurations, the K90 Max's base model starts nearing 3000 RMB, raising concerns about its competitiveness in the mid-range market.  
- As China’s smartphone market faces a downturn, with Xiaomi's shipments dropping significantly, the K90 Max's ability to attract consumers through its advanced cooling system remains uncertain.

K90 Max Starting Price Nears 3,000: Has Redmi's Pricing Strategy Become Aggressive?