The 2024 April "S-War": Xiaomi 15S Pro Leads the Charge in a New Wave of Mid-Generation Flagship Updates A Strategic Analysis

The 2024 April "S-War": Xiaomi 15S Pro Leads the Charge in a New Wave of Mid-Generation Flagship Updates A Strategic AnalysisApril 2024 witnessed a significant "S-War" in the smartphone market. Xiaomi, OPPO, and vivo, three major Chinese manufacturers, almost simultaneously released or were about to release their respective "S" series flagship models: the Xiaomi 15S Pro, OPPO Find X8s/X8s+, and vivo X200s

The 2024 April "S-War": Xiaomi 15S Pro Leads the Charge in a New Wave of Mid-Generation Flagship Updates A Strategic Analysis

April 2024 witnessed a significant "S-War" in the smartphone market. Xiaomi, OPPO, and vivo, three major Chinese manufacturers, almost simultaneously released or were about to release their respective "S" series flagship models: the Xiaomi 15S Pro, OPPO Find X8s/X8s+, and vivo X200s. This event garnered widespread industry attention, signaling a significant shift in the product iteration rhythm of the mobile phone industry. This article delves into the reasons and implications of this "S-War," and its impact on the future smartphone market.

The Xiaomi 15S Pro's exposure began during Xiaomi's 15th-anniversary celebration. Xiaomi co-founder Lin Bin thanked users for 15 years of support on Weibo, confirming the existence of the Xiaomi 15S Pro in the comments section. Although the comment was later deleted, screenshots circulated widely online. Before this, Wang Le, director of Xiaomi's application software department, "officially announced" the new phone through a watermarked photo. Information from the China Quality Certification Center shows that a Xiaomi phone model 25042PN24C, supporting 90W fast charging and UWB ultra-wideband technology, has passed certification; this matches the previously leaked Xiaomi 15S Pro (codename "dijun"). All signs point to the imminent release of the Xiaomi 15S Pro as a mid-generation update to the Xiaomi 15 Pro.

Simultaneously with the Xiaomi 15S Pro, the OPPO Find X8s/X8s+ launched on April 10th, and the vivo X200s on April 21st. The near-simultaneous release of "S" series flagships by these three manufacturers is unprecedented. While each manufacturer has previously released "S" series flagships (e.g., Xiaomi 1S-5S and Xiaomi 12S), the scale and impact of this "S-War" are significantly greater. OPPO Find series product manager Zhou Yi Bao stated that they would maintain the "S" series update rhythm.

This escalated "S-War" marks a new paradigm for mid-generation flagship updates. Its origins can be traced back to June 2023 when vivo launched the X90s. This phone only upgraded the processor from Dimensity 9200 to Dimensity 9200+, keeping the design unchanged, resulting in an unusually short launch event. In contrast, the changes in the vivo X100s were more significant, including upgrading the processor to Dimensity 9300+, changing the screen from curved to straight, and improving details in design and battery capacity.

This year's "S" series flagships show even more substantial changes, with more manufacturers participating. The core changes in the OPPO Find X8s include a smaller size and narrower bezels, reducing the screen size from 6.6 inches to 6.3 inches. The battery capacity has also been slightly increased. These changes might have been considered "black technology" a few years ago, but with the continuous improvement of silicon-carbon anode battery technology, they seem more conventional.

The vivo X200s, while maintaining the same size, significantly increased battery capacity, reportedly exceeding 6000mAh. It also features a pure straight screen, adds ultrasonic fingerprint and wireless charging, and optimizes the lens design and algorithm to address previous glare issues.

The Xiaomi 15S Pro largely retains the specifications of the Xiaomi 15 Pro, with the primary upgrade being the inclusion of UWB technology. More noteworthy is the rumored inclusion of Xiaomi's self-developed Xuanjie chip, potentially making it one of the most anticipated phones of the first half of the year.

In summary, this round of mid-generation "S" flagship releases represents perhaps the most compelling update cycle in recent years. OPPO has clearly stated that it will release the main Find X series flagships annually in October, followed by Ultra and S series products in April of the following year. This means OPPO will continue to iterate its "S" series flagships, much like vivo. If the Xiaomi 15S Pro incorporates the self-developed Xuanjie chip, Xiaomi may also plan to continuously iterate its "S" series.

This product update rhythm and intensity surpass previous mid-generation update models, approaching the frequency of updates seen in the Huawei Mate/P series and Samsung Note/S series (Note series discontinued). There's no indication that these three manufacturers will launch "true dual flagships"; a more likely strategy is to increase investment in mid-generation flagships to enhance their appeal.

The annual update cycle has become too slow. The smartphone market requires a new rhythm. This change in product iteration is not accidental; it reflects a combination of user sentiment and market shifts. The average replacement cycle for domestic smartphone users has extended to 30 months or more, reducing the demand for "renewal," but the demand for more innovative features and ultimate experiences remains strong.

As mid-generation updates, "S" series flagships experience less pressure and are priced lower than their main counterparts, avoiding the burden of representing the entire product image. They can leverage existing configurations, designs, and production lines for structural reuse, using lower costs to stimulate short-term replacement demand among high-net-worth users.

Intense market competition is another crucial factor driving the emergence of "S" series flagships. Competition is fierce, especially in the domestic high-end smartphone market. Sticking to an "annual flagship" rhythm could easily marginalize manufacturers in terms of publicity and visibility.

Furthermore, the "once-a-year" rhythm is simply too slow. While a flagship phone lasting a year wasn't uncommon in the past, market competition and the pace of technological updates are accelerating. Failing to release new products means falling behind. Manufacturers often have room for upgrades after exhausting possibilities in the main flagship, and the "S" series flagships perfectly fill this gap.

The rapid iteration of silicon-carbon anode battery technology serves as a prime example. The OPPO Find X8s and vivo X200s leverage this newer technology to fit larger batteries into smaller bodies. New designs and technologies may involve market risks, and the "S" series flagships can pave the way for applications in the main flagship line. A "two-stage release" rhythm is better for market testing and pace control, also allowing manufacturers a second chance to boost visibility.

Simply put, the "S" flagship is a strategy for brands to reactivate flagship phone consumer enthusiasm with lower R&D costs and faster delivery cycles without fully betting on the next generation of technology nodes.

The collective appearance of "S" series flagships is not a temporary measure but a controllable, low-risk, and high-profile flagship operating strategy that brands have found in response to intensifying market competition, weakening user replacement motivation, and technological advancements. It's not just an upgrade of the flagship, but a completion of the flagship product line. In conclusion, this "S-War" reflects the changing competitive landscape of the mobile phone industry and the strategic adjustments manufacturers are making to adapt to market demands and technological developments.