Emir BardakçıXiaomi fans have something to be excited about as the company has finally announced the release date of its long-awaited POCO F7 series. In a step that takes the brand’s positioning to a higher level, Xiaomi is ditching the traditional nomenclature in favor of something more premium – welcome to the POCO F7 Pro and POCO F7 Ultra. For the very first time ever, the coveted “Ultra” tag that has been reserved solely for Xiaomi’s best-of-the-best offerings like the recent SU7 Ultra electric car is being introduced to the POCO series.
Launch Details: Global Unveiling in Singapore
The official release says that the new POCO flagships will be unveiled at a global event to take place in Singapore on Thursday, 27th of March. The event will start at 9 AM local time in Singapore or 4 PM in Spain and other European nations. The global launch emphasizes the importance that Xiaomi is bestowing on the new handsets in its global strategy.
The Rise of Xiaomi’s “Ultra” Branding
Xiaomi appears to be strategically positioning Ultra branding across product categories:
- Xiaomi flagship phones (such as the Xiaomi 14 Ultra)
- Xiaomi SU7 Ultra electric vehicle
- And now POCO F7 Ultra smartphone
This consistent branding strategy suggests that Xiaomi is positioning such products as being at the pinnacle of performance and features in their class. The company’s official teaser has the tagline “Unleash Ultra Power,” suggesting best-in-class performance capabilities.
Design Inspiration: Drawing Inspiration from Xiaomi 15
The very first official shots indicate a significant design deviation from their predecessors in POCO F-series phones. POCO F6 and F6 Pro featured a square module on their back camera, but F7 Pro and F7 Ultra borrow a design inspiration directly from the Xiaomi 15 series.
The most prominent features include:
- Triple-lens camera arrangement LED flash positioned to the right of the camera module POCO’s unique yellow colored variant (most likely of the Ultra model)
- Certain commentators have noted that even the round shape of the camera module is similar to that of SU7 Ultra’s wheels, hence creating a consistent design theme in Xiaomi’s high-end product line.
Expected Features
While Xiaomi has kept detailed specs a secret until launch day, POCO F-series phones have traditionally fared well in two aspects:
- Excellent picture quality
- High-quality screens with impressive specifications
Since POCO has become a performance-oriented sub-brand of Xiaomi with a focus on young technology enthusiasts, we can expect competitive prices in spite of premium specifications and “Ultra” branding.
The complete details of such new exciting products will be unveiled at next Thursday’s global launch event, a mere seven days from now. Catch up with our extensive coverage of what is turning out to be a significant addition to Xiaomi’s line of smartphones.
Source: Xiaomi Global (twitter.com/xiaomi), POCO Global
