A new wave of Android flagships is emerging, and they’re not playing it safe. The biggest change is that these phones go all-in on cameras, while also outshining the top Android predators (read: Samsung and Google) in a few other ways too.
The specs of the upcoming Vivo bring smartphone photography closer to dedicated cameras, something the Samsung Galaxy S26 Ultra couldn’t quite achieve with its largely iterative camera hardware this year.
And it’s not just about megapixels anymore. The focus of these phones is on optics, sensor size and practical usability, with brands like Vivo and Xiaomi relying heavily on partnerships (like Zeiss and Leica) to refine image processing and video performance.
Why should Samsung be careful?
The fact is that the competition is becoming quite aggressive. For years, Samsung’s Galaxy Ultra series has been the benchmark for Android flagships, especially in camera technology. But now brands like Vivo and Oppo are pushing for more experimental and ambitious hardware, particularly in the zoom and imaging areas. Both the vivo X100 Ultra and X200 Pro had excellent camera settings, and the X300 Ultra seems to continue that trend.
Then there is Oppo. The upcoming Find Likewise, the Xiaomi 17 Ultra is expected to feature a DSLR-like physical zoom ring paired with a 200MP zoom camera. In other words, these brands are not just catching up, but rather trying to take a step forward.
My time with the Oppo Find X9 Ultra and the Vivo Samsung just feels uninspired, even if it’s by no means overwhelming.
The S26 Ultra is not at the forefront
Samsung is still innovating, but this time it doesn’t seem to be paying off as much. The biggest highlight of the Galaxy S26 Ultra is its new privacy display, which is a nice addition but also comes with a compromise: an 8-bit panel that hasn’t exactly impressed enthusiasts. Beyond that, the upgrades seem pretty routine, with the usual chipset degradation and not much else.
The competitors are now pushing much harder, especially in the camera sector. While brands like Vivo and Oppo experiment with new optics, larger sensors and more advanced zoom systems, Samsung appears to be sticking closer to its existing formula, including a largely unchanged periscope setup and incremental sensor upgrades. Loyal users are likely to stay and there are still options like Google Pixel. But the Android space has always been about choice, and that choice is only getting more interesting.
“Ultra” is starting to mean something different
This change is not just about specifications; it’s about direction. New flagships are clearly banking on a camera-first identity with features like extended zoom, professional controls and even support for external lenses. In addition, these devices offer much more. The other specifications of the vivo X300 Ultra confirm that it has 100W wired and 40W wireless charging support with a claimed capacity of 6,600mAh.
If these devices are successful, Samsung may have to rethink the approach to its Ultra range. Because in the future “Ultra” may no longer be an exclusive Samsung idea.
