India’s smartphone market is entering a new phase of premiumization this summer. Leading Android manufacturers, including Vivo and Oppo, are launching high-end “Ultra” flagship devices in India for the first time. This shift challenges the long-standing dominance of Apple and Samsung in the ultra-luxury segment.
The New ‘Ultra’ Landscape
The market is seeing a surge in high-performance, expensive smartphones. Key models include:
- Samsung Galaxy S26 Ultra: Starting at ₹1,39,999.
- Xiaomi 17 Ultra: Priced at ₹1,39,999.
- Vivo X300 Ultra: Launching this week.
- Oppo Find X9 Ultra: Expected later this month.
While pricing for the Vivo and Oppo devices is not yet confirmed, industry estimates suggest they will carry a premium over their “Pro” counterparts, which retail around ₹1,09,999. For context, the Vivo X300 Ultra is currently priced at €2,000 (approximately ₹2,22,000) in Europe.
Drivers of the Structural Shift
Industry experts identify several factors contributing to this trend:
- Sustained Premiumization: Consumers are increasingly viewing smartphones as status symbols and aspirational purchases.
- Expanding Affordability: Financing options are making higher price bands more accessible.
- Longer Replacement Cycles: Users are holding onto devices longer, supporting the purchase of more expensive hardware.
- Creator Economy: Consumers are shifting from occasional photography to acting as “continuous creators,” making camera quality a top-three purchase consideration.
Market Share and Strategy
The “more than ₹1 lakh” segment remains heavily dominated by Apple and Samsung. Current market share data for the broader smartphone market shows:
- Vivo: 21%
- Samsung: 18%
- Oppo: 12%
- Xiaomi: 8%
To compete, brands are focusing on a “hardware arms race.” This includes top-tier chips, increased memory/storage, and advanced camera hardware developed through strategic partnerships with iconic photography brands:
- Xiaomi: Partnered with Leica (using 1-inch LOFIC sensors).
- Vivo: Partnered with Zeiss.
- Oppo: Partnered with Hasselblad.
Innovation via Accessories
Beyond the phones themselves, manufacturers are introducing expensive, specialized camera kits to create an ecosystem play. Vivo is expected to introduce a 200mm and 400mm Telephoto Extender, while Oppo is set to release a 300mm Teleconverter. These accessories are designed to offer “Ultra” capabilities that distinguish Android flagships from their competitors.