vivo (IQOO) unveiled the iQOO 15 Ultra on February 3, marking the brand’s formal entry into the premium “Ultra” era. As the first model in the series to bear the Ultra name, it sets a new pricing record—the top-tier configuration reaches RMB 7,699 (~USD 1,000), roughly 40% higher than the iQOO 15 launched in Q4 2025. This price jump is more than a hardware upgrade; it represents a bold strategic experiment in a saturated market, against headwinds of surging supply chain costs and sluggish replacement demand.
Compared with the standard iQOO 15, the Ultra’s upgrade logic is clear: it’s positioned as a “portable gaming rig.” Features like active air-cooling, a 7,400mAh battery, and the return of pressure-sensitive buttons all push the ceiling of the gaming experience. Under significant cost pressure, iQOO refrained from chasing expensive 1-inch sensor modules in the imaging side.
The key question is whether an “optimized gaming experience”—powered by AI-driven signal engines, super-resolution algorithms, and active cooling—can command the same pricing power as “top-tier imaging” and “foldable productivity” in the premium smartphone market.
According to the latest research from Smart Analytics Global (SAG), the global gaming smartphone market is undergoing a structural shift. Growth is rapidly consolidating toward leading brands with “scale advantages.” SAG estimates that iQOO now captures over 50% of the global gaming smartphone segment, successfully evolving this niche from “boutique customization” to a “high-performance mass-production tier.”
In this context, whether the iQOO 15 Ultra can break through the value ceiling for performance-driven devices—and validate “extreme gaming experience” as a viable premium trend—remains a compelling subject for ongoing industry observation.
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