Vivo’s first Pro Max phone proves its Ultra is still in a league of its own

High-end Vivo phones will continue to offer a less unique main camera focal length, shifting focus away from specialized photographic capabilities.

Vivo has released its new X500 Pro Max smartphone, which features a large 7,800mAh battery, 1440p 144Hz OLED display, and 90W wired charging. The phone utilizes a MediaTek Dimensity 9600 Pro chipset and boasts an impressive camera system with a new Sony Lytia L910 sensor offering 17-stop dynamic range. However, it does not feature the same unique 35mm main camera focal length or the highly capable ultrawide sensor found in its predecessor, the X300 Ultra. Instead, it adopts a more conventional 24mm main camera and a smaller ultrawide sensor, which results in a noticeable drop in image quality for ultrawide shots, particularly in low light. Despite its high price of €1,799, the X500 Pro Max is positioned as a step down from the X300 Ultra, which is expected to receive a direct successor next year. The X500 Pro Max is part of a trend among Chinese Android manufacturers to release 'Pro Max' models that aim to bridge the gap between existing Pro flagships and camera-focused 'Ultra' models.

The Vivo X500 Pro Max represents a continuation of the 'Pro Max' trend among Chinese smartphone manufacturers, aiming to offer a premium experience that falls just below their absolute top-tier 'Ultra' models. While it inherits a strong telephoto lens and advanced dynamic range capabilities from its predecessor, it sacrifices the distinctive 35mm main camera and a class-leading ultrawide sensor. This strategic positioning suggests a market where manufacturers are balancing cutting-edge features with more conventional specifications to occupy different price segments, potentially diluting the innovative edge of their highest-end devices.

This move by Vivo and its competitors signals a market strategy focused on incremental upgrades and broader appeal rather than radical innovation in camera hardware. The decision to revert to a more common 24mm focal length for the main camera and include a compromised ultrawide suggests that manufacturers are prioritizing features that cater to a wider audience, potentially at the expense of specialized photographic tools. Consumers seeking the most unique and capable camera experiences may need to wait for the next 'Ultra' iteration or look to niche competitors that prioritize photographic distinctiveness.