Breaking the “iPhone cult”, domestic flagships are rising

Senior digital enthusiasts should have an understanding that every spring and autumn seasons, there will be intensive press conference activities, the fall conference activities with Apple’s iPhone conference is particularly concerned, as for the spring conference, and the release of Xiaomi’s digital series flagship as the “top of the industry”.

In the final analysis, it is because Xiaomi digital series mobile phones have a special status in the hearts of Chinese mobile phone consumers. On the evening of December 28, the official release of the Xiaomi 12 series did not disappoint us, the new generation of Snapdragon 8 flagship chip, better imaging system, more extreme design workmanship are telling us that Xiaomi digital series mobile phones are still a benchmark model in the market.

However, in Lei Jun’s view, the Xiaomi 12 series must not only be a “benchmark”, but also add a qualifier: to be a “high-end benchmark”. Lei Jun directly pointed out in the blog post “answering netizens’ questions” that Xiaomi Mi 12 and Mi 12 Pro are benchmarked against iPhone 13 and iPhone 13 Pro Max respectively, and it seems that Lei Jun has full confidence in the strength of Xiaomi 12 series mobile phones.

In fact, the high-end competition in China’s smartphone market has already come to a new stage, and in the past two years, the iPhone has been used as an imaginary enemy of many products, and the offensive has become more and more ferocious. But on the other hand, the definition of “domestic high-end flagship” has become more and more complicated under the fierce competition, and the traditional perception that “good configuration equals real flagship” has become outdated. Before answering “is the Xiaomi 12 series a domestic high-end flagship”, we have to figure out how to define “domestic high-end flagship”, and whether Lei Jun’s bold words can be fulfilled will naturally come out.

The word “high-end” needs to be redefined

Some people say, “selling expensive is high-end”, others say “the top configuration is high-end”, these crude definitions may be correct in the past, but if you look at the current competitive situation and consumer product demand, these definitions are difficult to stand.

In Ray Technology’s view, in order to meet the increasingly complex needs of users, it can be called a “high-end flagship mobile phone”, at least the following characteristics must be met.

The first and most important point is that high-end flagship mobile phones must have a top-level core configuration and the corresponding software combination ability.

The iPhone has A series chips sitting here, and Android phones want to become flagships, at least with corresponding top chips. At present, the strongest chip is not Qualcomm’s new generation Snapdragon 8, which uses 4nm advanced process to build, is the first AnTuTu on the market to run more than one million SoC, and the GPU part of the greatly enhanced, but also its graphics performance exceeds Apple’s A15 chip, is a complete “performance monster”.

However, if a mobile phone only has a good chip is not enough to become a “high-end flagship”, the watershed is whether it can make the top chip “run at full blood” and exert its full strength.

In this regard, the Xiaomi 12 series added the “dynamic performance release” scheduling function for the first time, allowing mobile phones to intelligently predict game scenarios and deploy corresponding performance release strategies in milliseconds.

For example, when we play a MOBA game, we are about to play a large-scale team battle, and the mobile phone will enable all the large cores within 1 millisecond to meet the performance requirements; When the team battle ends and comes to the low-demand scenario, the mobile phone will switch the SoC to the power-saving core to save resources.

In addition, the Xiaomi 12 series also uses a large-area VC vapor chamber and white graphene to assist in heat dissipation to further ensure the performance of the chip. Such a mobile phone will naturally have obvious experience advantages in the hands of consumers, with strong performance and stable operation, such a “high-end flagship” is more convincing to use.

As for the second element of becoming a “high-end flagship”, Lei Technology believes that “unique advantages” are essential.

Consuming high-end mobile phones is actually more in the “premium” of consumer products, and this premium in addition to brands, technology, etc., some unique experiences of “no one has me” are also very important.

As the benchmark of the iPhone 13 series, the Xiaomi 12 series responds so – bringing a completely self-developed “CyberFocus everything focus” ability. Xiaomi said that this technology is derived from the human vision tracking technology of the bionic quadruped robot CyberDog, users only need to click the screen to lock the focus when taking photos and videos to complete continuous focusing, no matter how the tracked object moves, even if it is lowered, bent, long jump or even briefly left the screen, the picture focus can be tracked in real time and continuously locked.

From a practical point of view, the biggest significance of CyberFocus is naturally to solve the pain points of smartphone focusing for more than ten years, and truly allow smartphone photography to achieve a comprehensive anti-contrast to professional cameras at the focus level. At the industry level, the blessing of cross-domain technology has given Xiaomi 12 series mobile phones stronger technological attributes, so that the positioning of “high-end flagship” has more technical support.

As a product with strong scientific and technological attributes, smart phones are their charm with technological innovation. For the high-end market, the contest of products is essentially a contest of innovative technologies, especially innovative technologies that can actually solve user pain points, which is often the key to product success.

Third, carrying self-developed chips is already one of the necessary conditions for high-end flagships, and even the “entry threshold”.

Since the beginning of the year, Xiaomi, vivo, OPPO have successively launched self-developed chips, from the results of the self-developed chip is not a shelf, in a specific field to achieve a similar “mechanical séance” magical effect, to help mobile phone manufacturers well break through the technical bottleneck under the general chip can not break through, greatly improve the upper limit of mobile phone experience.

Xiaomi’s third self-developed chip, the surging P1 power management chip is the best example, its emergence solved the current “limited space in the limited space of high power fast charging and large battery can not be both” industry problems, so that Xiaomi 12 Pro in the case of 4600 mAh large battery can also achieve 120W wired + 50W wireless fast charging combination, smaller size Xiaomi 12 can also have 4500 mAh battery + 67W wired / 50W wireless charging scheme.

It is not difficult to find that self-developed chips have become the “king fried means” in high-end flagship mobile phones, and the differentiated experience brought by people cannot be refused. In fact, it is not difficult to predict that in the context of the head players have launched self-developed chips, the core competitiveness of future flagship smartphones will come more or less from self-developed chips, of course, this situation is Xiaomi is happy to foresee, after all, as early as 2017 launched the surging S1 chip Xiaomi, not only the popularity, voice or technical reserves are much deeper than friends.

Finally, “all-round” is the most basic requirement for evaluating high-end flagships, I believe that for most consumers do not want to spend a high price to buy flagship mobile phones still have significant shortcomings, it is best to be comprehensive, top-notch.

In this regard, the Xiaomi 12 series has become an example, the top screen that has been evaluated by DisplayMate A+, the meticulous industrial design and the “best signal performance in Xiaomi’s history” make the Xiaomi 12 series mobile phone a real “hexagonal warrior”, even if the picky high-end users, probably can’t find a place to put their mouths.

In recent years, the term “involution” has appeared more and more frequently in our field of vision, in fact, the mobile phone circle is the most “involution” in the technology circle, and the fierce and complex market competition environment requires mobile phone manufacturers to constantly innovate and improve the upper and lower limits of product experience. Especially the emergence of “all-round and super” players such as Xiaomi 12 has made the standard of “high-end flagships” continue to rise, if such standards are used to evaluate the iPhone, then the product power of the iPhone 13 series can only be “just passed”.

It’s time to break the “iPhone cult.”

We found that the market has formed an inherent cognition, due to the existence of the information cocoon room some people are almost “blind worship” of the iPhone, “as long as Apple must do it right, if there is a backward function, it must be necessary consideration”, completely ignoring the fact that the comprehensive performance of domestic mobile phones in the mobile phone market has not lost or even surpassed Apple.

With the arrival of a new generation of flagship phones such as the Xiaomi Mi 12, can this “iPhone cult” be broken? Ray Technology’s answer is: there is a good chance.

One of the opportunities for domestic mobile phone manufacturers comes from the “core experience” of rising boats.

The new generation of flagship mobile phones represented by the Xiaomi 12 series has shown increasingly mature software and hardware integration capabilities, and now the performance of SoC has caught up with or even partially surpassed the iPhone. At the same time, the maturity and innovation of the scheduling mechanism have greatly improved the energy consumption performance of the whole machine, whether it is to cope with large-scale tasks (such as games) or the long-term smoothness of the system.

In this way, the core advantages of the iPhone have been greatly diluted, and the “iPhone worship” has also been torn open alive.

The second opportunity is the continuous improvement of domestic high-end flagships in details, especially the system level is more humane and can better meet the unique scene needs of Chinese users.

The domestic mobile phone system represented by MIUI has long passed the original demand stage of “fluency improvement”, and instead thinks about how to meet complex and detailed advanced needs, such as the three functions of “telecom anti-fraud”, “privacy shooting” and “certificate privacy watermark” on MIUI 13, which intimately take care of the privacy protection problems that Chinese consumers may encounter in subdivided scenarios, and provide better solutions to meet the high-level needs of users.

In the general direction of the Internet of Everything, MIUI 13 has also launched the “Global Vision”, an innovative function that can connect mobile phones, tablets, TVs, watches and AIoT smart home devices, optimized for unique consumption scenarios in the Chinese market, and greatly reduced the information interaction cost of user multi-device interconnection under the Xiaomi ecosystem.

This is only some details of the functional evolution, but can reflect the domestic mobile phone system and even domestic mobile phone on the user demand pain points of positive insight, Xiaolei around many original iPhone owners are experienced the domestic flagship mobile phone system after “successful powdering”, began to embrace the domestic high-end flagship.

And the third opportunity, to be precise, is “the time has come”.

After years of hard work, in fact, the consumer market has a certain understanding of the high-end image of domestic mobile phones, and even many people have become target users, and domestic mobile phone manufacturers have never had a chance. When the new machine was released in March this year, Lei Jun said that Xiaomi mobile phones have “initially stabilized the high-end mobile phone market” in 2020.

How to go one step further on the “preliminary” basis? The answer may lie in the Xiaomi Mi 12 series.

What we see through Xiaomi 12 is the strength of Xiaomi to release three self-developed chips in four years, the patience of polishing three generations of high-end products, and even the possibility of standing firm in the high-end market and competing with the iPhone.

As the most representative enterprise in domestic mobile phones, the context of Xiaomi’s development is the context of the development of domestic mobile phones, when the accumulation of technology and investment in research and development reach a certain level, the outbreak is instantaneous.

I have to admit that on the whole, the domestic high-end flagship and the iPhone still need to face the gap, for most mobile phone manufacturers the iPhone is still a teacher, is a weather vane. But we also believe that no opponent is invincible, as long as domestic mobile phones continue to maintain a high level and continue to surpass themselves, then it is still unknown who will die.

The arrival of the Xiaomi 12 series is a shot in the arm, and the comprehensive performance of all aspects allows us to see the hope of domestic mobile phones in the high-end market. Domestic mobile phones are good at communicating with users, willing to communicate with users, actively solve user pain points, strive to do software and hardware integration, and boldly do innovation, so that unconsciously have achieved a partial transcendence of the iPhone in experience, and they can prove themselves with just one chance.