With the launch of the iQOO 15, the brand is positioning its latest flagship not as the end of a cycle, but as the starting point for what it believes will be a far more demanding phase for the smartphone industry. Speaking to MySmartPrice, Nipun Marya, CEO of iQOO India, described the launch as “the start for the next year,” underlining the company’s intent to enter 2026 with a fully loaded, no-compromise device.
That intent is visible in the iQOO 15’s spec sheet, which combines a Snapdragon 8 Elite Gen 5 chipset, a large 7,000mAh battery, triple 50MP rear cameras including a periscope lens, fast wired and wireless charging, and the brand’s biggest cooling system yet. However, the more interesting story lies in how iQOO is justifying its pricing in a segment increasingly squeezed by rising component costs and aggressive competition.
No Trade-Offs, Just Escalating Expectations
Marya was clear that iQOO does not see the iQOO 15 as a product built around compromises. According to him, the company’s recent flagships have been shaped almost entirely by sustained consumer feedback. Features such as the return of the periscope camera, the addition of wireless charging, and the transition from Funtouch OS to OriginOS were all responses to long-standing user demands.
“As a young brand that listens closely to its community, co-creation is central to how we operate,” he said, adding that many of the iQOO 15’s decisions were locked in well before the latest wave of price hikes began affecting the industry.
That distinction matters. While the ₹65,000–₹72,000 price band is undeniably competitive, Marya argued that the sheer volume of upgrades from the iQOO 13 to the iQOO 15 helps justify the increase, even as supply-side pressures continue to push costs upward.
Pricing Under Pressure, But Value Still the North Star
Rising component prices, from flagship chipsets to OLED panels, remain a structural challenge heading into 2026. Marya acknowledged that the supply environment is currently “not favouring prices,” but said brands have little choice but to operate within those constraints.
What iQOO believes it can still control is prioritisation. Rather than chasing feature checklists or headline pricing alone, the company says it focuses on delivering what its core audience actually asks for, even if that means absorbing some pressure elsewhere in the value chain.
That approach, according to iQOO, has played a role in the brand’s strong showing over the past year.
Momentum From Online Sales, Offline Push Gathers Pace
At a recent launch event, Amazon India’s Zeba Khan described iQOO’s performance during the platform’s two biggest sales events as “phenomenal.” Marya attributes that momentum to sticking to fundamentals: building the right product first, then backing it with clear communication, pricing, and offers.
While Amazon remains a critical pillar of iQOO’s India strategy, the iQOO 15 also marks a step forward on the offline front. The device will be available across select Vivo exclusive stores as well as top multi-brand retail outlets, signalling iQOO’s intent to deepen its physical retail presence alongside online scale.
One Flagship, Multiple Use Cases
Rather than slotting the iQOO 15 neatly into a single identity, such as camera flagship or performance flagship, iQOO sees it as a device that adapts to different user priorities. Gamers get sustained performance through an expanded VC cooling system and flagship silicon. Power users benefit from fast charging, long battery life, and new productivity-focused features within OriginOS, including remote PC control and seamless cross-platform connectivity.
Marya described the device as “a complete flagship,” arguing that there is little room for obvious compromises at this price point.
For a deeper look at how these choices translate into real-world usage, you can read MySmartPrice’s full iQOO 15 review here.
OriginOS, AI, and the Long View
Software also plays a central role in iQOO’s long-term thinking. OriginOS, now rolling out more widely, has received positive early feedback for reduced clutter, better responsiveness, and a clearer update roadmap. Marya highlighted the brand’s commitment of five years of Android updates and seven years of security patches, positioning it as one of the strongest policies in the segment.
On AI, iQOO’s stance is notably measured. Rather than treating AI as a single-year headline, the company sees it as a gradual, ecosystem-wide evolution that will quietly improve areas like photography, productivity, and gaming over time. “We are just scratching the surface,” Marya said, suggesting that more meaningful use cases will emerge as both hardware and software mature.
Looking Ahead to 2026
As the industry heads into 2026, iQOO expects tougher headwinds, from pricing pressures to intensified competition across flagship and so-called “value flagship” tiers. Yet the company remains committed to operating across price bands, driven by its core belief that performance should not be limited to premium buyers alone.
Whether the iQOO 15 ultimately defines the brand’s next phase will depend on how well this balance holds. For now, the message from iQOO is clear: listen closely, iterate quickly, and enter an uncertain 2026 with as few compromises as possible.
