Since its entry into the Indian market, iQOO has rapidly established itself as a performance-driven smartphone brand, catering to gamers and power users alike. While gaming remains a key focus, the brand has evolved to deliver high-performance devices suited for a broader audience. With an expanding community of over two million users and a growing presence in premium and mid-range segments, iQOO continues to refine its software, AI capabilities, and overall user experience.
On the sidelines of the iQOO Neo 10R launch event, we spoke with Nipun Marya, CEO, at iQOO India, about the brand's journey, evolving consumer preferences, and the innovations that set iQOO apart. From AI-driven features to enhanced software optimizations and gaming-specific enhancements, Maurya shared insights into iQOO's strategy for delivering a holistic smartphone experience.
Here's an excerpt from our conversation.
Could you tell us a little more about the latest addition to the iQOO family?
The iQOO Neo 10R is very exciting for us because, for the first time, we are introducing an R variant. Our Neo series has always stood for exceptional gaming and Esports performance, but we had never launched a Neo product at this price point. Many users have consistently asked for Neo-level performance in a more affordable package, and I believe their call has now been answered.
Considering that it features the Snapdragon 8s Gen 3 processor, achieves an AnTuTu score of 1.7 million, and other features, I truly believe this product is set to be a game-changer in its segment.
iQOO has gained a strong reputation in India's performance phone segment. What are the key factors behind this success?
I would be wary of using the term ‘success' for iQOO just yet. I believe brand building is a long-term journey—building organizations and brands takes time. iQOO is still a young brand, and we are very much in the growth phase.
For us, it has always been about defining the DNA of the brand. From the very beginning, performance has been our core focus. That's the foundation we have built upon—whether in product design, communication, marketing, or the promises we make to our consumers. Most importantly, whatever we have promised, we have delivered, and I believe that is one of the key reasons why people appreciate iQOO.
It is heartening to see that all our products on Amazon have consistently received four-star ratings. Recently, we've had several bestsellers—the iQOO 12 and iQOO 13 have been highly successful flagship models in the ₹50K+ price segment, ranking as bestsellers on Amazon. In the ₹20K–₹25K price segment, the Z9 S series—which includes the Z9 S and Z9 S Pro—has also emerged as a bestseller. Additionally, at a lower price point, the Z9 Lite has seen strong demand.
These achievements give us confidence that iQOO is headed in the right direction. However, I would still say that these are early days for the brand, and we have a long way to go.
iQOO is often positioned as a gaming-first brand. Going forward, will your strategy be doubling down on this niche, or will you focus on diversifying and reaching a larger audience?
Gaming is undoubtedly an important use case that iQOO excels in. For users who demand the best gaming experience, iQOO products deliver. However, that does not mean iQOO is only about gaming.
At our core, we stand for high performance, and performance extends across multiple dimensions. For some users, this means heavy multitasking. Others need a device that keeps up with their always-on lifestyle. Take the iQOO Neo 10R, for example—it features a 6,400mAh battery and 80W fast charging, making it ideal for power users.
Gaming is just one use case. Many users today engage in heavy video editing, especially with the rise of social media content, Reels, and vlogging. iQOO devices are designed to handle these demanding tasks effortlessly. Whether it’s gaming, content creation, or multitasking, iQOO is built for those who push their smartphones to the limit.
iQOO has a strong gaming community. Are there any plans for community-driven events, such as gaming tournaments, beta testing programs, or exclusive experiences for iQOO users?
You can expect a lot in this area. Beta testing is already an ongoing initiative, and we actively engage our community in the process. Our community is the voice of our consumers, and their feedback plays a crucial role in shaping our products and experiences.
We've built this community from the ground up, and today, it has grown to over two million members. It's incredibly exciting to see how passionate our users are about the iQOO brand, and it is our constant endeavor to live up to their expectations.
How has the gaming landscape in India changed so much in the last couple of years? Any thoughts on how people have evolved?
Yes, absolutely. I think people now have a better understanding that Esports is a legitimate sport. They now know that it’s not gambling. It involves a lot of physical and mental attributes, along with the ability to compete at the highest level.
That being said, India is still lagging behind compared to other countries. Regions like the U.S., China, Southeast Asia, South America, and Japan are already far ahead in the Esports space. However, the landscape is evolving. The fact that Prime Minister Modi recently met India’s top Esports representatives, and that Esports was included as a medal event at the Asian Games, are significant steps in the right direction.
I believe that slowly but surely, Esports in India will continue to grow, and we will see a stronger ecosystem take shape.
Earlier, when people would talk about a gaming smartphone, the focus would only be on the processor. Now, a lot of other things are being talked about, like haptics, sampling rates, and cooling performance. So how does iQOO ensure that the person has a good holistic experience?
When it comes to product design, you’re absolutely right—it cannot be about just one particular aspect. A truly holistic experience requires attention to multiple factors.
For us, it starts with the processor, and at this price point, a Snapdragon 8s Gen 3 with this level of optimization is unheard of. But beyond that, every aspect of the device is designed to enhance the user experience. When you’re gaming, the display has to be top-notch. That's why we offer a 120Hz AMOLED panel for smooth visuals. You need longer gameplay sessions, so we've packed a 6,400mAh battery. But at the same time, we didn't want the phone to feel bulky—despite the large battery, it weighs under 200 grams. You want to go back to your game quickly, so we have an 80W fast charging, with bypass charging, feature specifically requested by pro-gamers. We've taken touch sampling to the next level, with a 2,000Hz instant touch sampling rate and a 300Hz touch sampling rate, which is the best in the category. To put that into perspective, the industry standard has been 130Hz, but we are pushing the boundaries. To keep thermals in check, we've integrated a 6,000mm² VC liquid cooling system, ensuring sustained performance even in long gaming sessions.
Overall, this phone is built for power users—whether they're gaming, multitasking, or using it heavily. When it comes to gaming, this is undoubtedly one of the best devices in its class.
AI is the buzzword at the moment. So what AI features can we expect in this iQOO phone or future ones?
AI plays a significant role in enhancing the overall user experience, and we are integrating it across multiple areas.
Photo Editing & Enhancement: AI-powered tools allow users to erase objects, enhance photos, and make edits effortlessly, giving them greater creative control.
Productivity Features: AI improves document scanning and other productivity-related tasks, making everyday usage smoother and more efficient.
Gaming & Social Interaction: One unique AI feature is the voice changer, designed specifically for gaming. While gaming is serious business for professionals, for many, it's also about staying connected with friends. Take, for example, a group of friends who were together in Class 12, have now moved to different colleges, but still come together in the evenings for an hour of gaming. Voice Changer lets them experiment with different voices, adding a fun, interactive element to their gaming sessions.
These are just some of the ways we're leveraging AI to enhance the user experience, and we look forward to introducing even more innovations in the future.
A lot of people are now looking for long-term software support and a clean interface. Any thoughts on this?
We understand what consumers want, and we are actively making changes to enhance the software experience. One of the key decisions we made was to remove Hot Apps and Hot Games, especially from our flagship and Neo series. So last year in our Neo series, we certainly made that change.
Beyond that, we ensure that users have full control over pre-installed apps. Any apps that come preloaded on the phone can be completely uninstalled—it's not that if it’s in the phone, there is no way for you to delete the apps. And I think that’s how you provide power to the user—in case we think it’s necessary or useful for a large number of people. But if you think it’s not useful for you, of course, it is your phone, and you certainly have the choice to do it.
With strong competitors like OnePlus, Redmi, and Realme in the performance segment, what sets iQOO apart?
I think it is not one sure short thing. As you would have heard, it’s about being foolish and being hungry at all times. I think that’s what we aim for. We believe the real competition is understanding our users, respecting their choices, and trying to give the best possible experience we can give to them. If we can do that continuously, I think we will be a choice for more and more people.
Where do you see iQOO in the next 2-3 years in the Indian smartphone market?
As I said at the beginning, I still believe iQOO is in the initial years of its formation. So, the goal for us is to keep building a strong foundation for the brand. Keep trying to understand what our consumers really require. And if we can keep delivering that on a continuous, sustained basis through the right products, right communication, and right promises to our consumers, then I think iQOO will do well.
