Emir BardakçıThe smartphone market is on the cusp of a new naming convention paradigm, although it may not be the kind of “innovative” change the community was looking forward to. As per recent reports from the known leaks source Digital Chat Station (DCS), the smartphone market is soon to enter a period where “Pro Max” will not only belong to either the company’s own line or to Xiaomi.
The Leak: Everyone wants a “Pro Max”
Recently, a Weibo post by DCS exposed that OVH (OPPO, vivo, and Honor) is now considering the Pro Max naming scheme for their upcoming flagship models. The decision implies that the naming pattern “Standard, Pro, Pro Max, and Ultra” is now the norm in the industry as well.
When asked by the users if every brand is going to adopt this four-tier model, the blogger has confirmed that it is in fact the case. Even the niche brands, including Meizu, are being talked about in this regard, although their capability of launching a new flagship device has been the prime concern for their supporters.
Xiaomi 17 Pro Max: The Trendsetter Xiaomi’s
The trend in the Android circles to adopt the “Pro Max” terminology was sealed when the Xiaomi 17 Pro Max was introduced in September. Xiaomi not only adopted the name but also delivered the top-of-the-line specifications that other companies are now scrambling to keep up with:
- Display: A massive 6.9-inch ultra-large flat screen.
- Performance: The first-ever mobile device to support Snapdragon 8 Ultra (5th Generation) technology.
- Imaging: The launch of the “Leica Master of Light” system based on the Light Hunter 950L sensor.
- Design: The innovative “Magic Screen” at the rear, which serves as a secondary display interface for notifications and camera previews.
In positioning the Xiaomi 17 Pro Max as “all-around technology flags,” Xiaomi compelled other local firms to adjust their brand classification in order to target the “ultra-premium” mentality.
Although the “Pro Max” branding system makes it easier for consumers to know where a phone sits in a series, it does pose a serious question: “Is the industry losing its creativity?” In the past, each brand had a naming convention all their own, symbolizing their brand personality. Now, as phone designs tend to homogenize, so do their specifications, and even their branding conventions are being standardized. Having all flagships be “Pro Max” essentially means the only distinction left is in the logo on the rear, in addition to the operating system skin, such as HyperOS.
What’s Next?
With “Pro Max” offerings being lined up by OPPO, vivo, and Honor, it will be interesting to see whether they can bring anything “Max” into these offerings or whether they are merely pursuing the shadow of Xiaomi 17 Pro Max.
