Several leading smartphone brands have started preparing for the launch of their next generation flagship devices in the Chinese market in the last quarter of this year. Various information about them are floating online. As such, Vivo is expected to unveil the Vivo X200 and X200 Pro with the MediaTek Dimensity 9400 processor, while the iQOO 13 series is expected to come with the Qualcomm Snapdragon 8 Gen 4 chipset. However, according to some sources, the iQOO 13 Pro model may be dropped from the series this year. Let us know about this in detail.
Pro-branded flagships may be dropped from the iQOO 13 series
It is said that there are several reasons behind not launching iCo 13 Pro in China this year. A significant factor in making this decision could be the previous performance of the Pro variants in the Eco lineup. It is said that the company is considering discontinuing the Pro variant due to poor sales of the iCo11 series. According to a well-known tech blogger in China, this trend has been seen for two generations, indicating that there may be inherent challenges or limitations associated with positioning a Pro variant within the Echo brand.
The main challenge lies in brand positioning and market perception. Aiko as a sub-brand of Vivo has been successfully carving out a niche in the performance-driven segment. However, the brand still faces challenges in establishing itself as a standalone brand with enough brand power to support a Pro variant in China.
Also, previous Pro models including iQOO 12 Pro, iQOO 11 Pro, iQOO 10 Pro, iQOO 9 Pro have not been launched outside China, where some of their standard (non-pro) versions have been launched. In global markets outside of China, consumers may have doubts about the performance of Pro models. Sales of the iQOO Pro variant in China have declined over the past years, indicating that the brand may not be confident of the Pro version's potential success not only in the global market but also in the domestic market.
Meanwhile, parent company Vivo has focused on delivering flagship smartphones with an emphasis on the photography experience. This creates a potential conflict for the iQOO Pro series, especially if it overlaps with major brand devices. Notably, last year's iQOO 12 series featured a periscope telephoto camera for improved photography. Moreover, the Vivo X100 Pro and iQOO 12 Pro were launched last year at the same 4,999 Yuan (roughly Rs. 57,700) starting price.
Also, smartphone market dynamics play an important role in shaping product strategy. Competing companies like OnePlus also experimented with Pro variants, but eventually discontinued them. This indicates that maintaining a pro lineup within a sub-brand faces many challenges, especially if it cannot keep pace with customer preferences or market demand.
In response to these challenges, sources indicate that Vivo and Echo will further differentiate their upcoming models. The iQOO 13 phone will have a 2K flat OLED display and a Qualcomm Snapdragon 8 Gen 4 chip and will focus on imaging capabilities, while the Vivo X200 phone will come with a 1.5K OLED curved-edge display and a MediaTek Dimensity 9400 processor. The Vivo X200 is expected to launch in October, while the iQOO 13 series may debut in November.
Considering the historical performance, market dynamics and brand positioning of the iQOO 13 Pro variant, it seems logical for iQOO to refrain from launching the iQOO 13 Pro in China this year. Instead, the company may prefer to improve the standard iQOO flagship (iQOO 13) by including additional features and upgrades, which are usually offered in the Pro version.
