Iqoo

For a brand that built its reputation on the "performance-first" formula, iQOO has always been comfortable playing the disruptor. We've seen this strategy evolve over the years, where the goal isn't just to match the flagships, but to undercut them by focusing on raw power while trimming elsewhere. The "R" series formula is the latest iteration of this approach, a calculated attempt to keep the core internals of a near-premium smartphone intact while making sensible compromises to keep the price in check. It's a path that we have regularly seen OnePlus take, and now, iQOO is doubling down on that same philosophy with the new iQOO 15R.

With most flagships now offering similar hardware and near-identical benchmarks, the real differences are starting to come from polish, efficiency and long-term usability rather than numbers on the spec sheets. The recently launched iQOO 15 fits into that shift, presenting itself as more than just another performance-focused device. The brand, however, isn't attempting to reinvent the flagship formula but to refine the experience in key areas that matter day-to-day.

iQOO's Neo 10R offers excellent value for money, but it sure wasn't the best at everything (especially its cameras). With the iQOO Neo 10, the brand raises the bar. At a slightly higher asking price, the iQOO Neo 10 attempts to deliver even better value compared to its R-branded sibling. While doing so, iQOO also ends up challenging the norm of this segment, which currently consists of mid-range smartphones like the Nothing Phone 3a Pro, and the Redmi 14 Pro+ that also focus on the bigger picture (literally). Most mid-range devices focus on striking a balance between power, features, and aesthetics, with the new addition being the emergence of the telephoto camera this year.