rewrite this title A new breed of Android flagships is coming and it should make Samsung nervous

A new wave of Android flagships is on the horizon, and they’re not playing it safe. The biggest shift is that these phones are going all-in on cameras, while eclipsing the apex Android predators (read: Samsung and Google) in a few other ways, too.

The specifications of the upcoming Vivo X300 Ultra were revealed on Weibo, and the device is confirmed to feature a 200MP periscope telephoto sensor (likely 1/1.4-inch class), paired with a large 1-inch-type primary sensor and an upgraded ultra-wide lens, along with advanced zoom systems and improved color science. That’s pushing smartphone photography closer to dedicated cameras, something Samsung’s Galaxy S26 Ultra, with its largely iterative camera hardware, hasn’t quite matched this year.

And it’s not just about megapixels anymore. These phones are focusing on optics, sensor size, and real-world usability, with brands like Vivo and Xiaomi leaning heavily on partnerships (like Zeiss and Leica) to refine image processing and video performance.

Why should Samsung be paying attention?

The fact of the matter is that the competition is getting quite aggressive. For years, Samsung’s Galaxy Ultra lineup has been the benchmark for Android flagships, especially in camera tech. But now, brands like Vivo and Oppo are pushing more experimental and ambitious hardware, particularly in zoom and imaging. Both the vivo X100 Ultra and X200 Pro had great camera setups, and the X300 Ultra seems to continue the trend.

Then there’s Oppo, too. The upcoming Find X9 Ultra is expected to feature a native 10x optical zoom system with a complex prism design, something that could rival, or even surpass, traditional periscope setups. Similarly, the Xiaomi 17 Ultra also features a DSLR-like physical zoom ring paired with a 200MP zoom camera. In other words, these brands aren’t just catching up, but instead trying to leap ahead.

My time with the Oppo Find X9 Ultra and the Vivo X300 Pro convinced me that these two labels are at the top of the camera, both in terms of raw quality and creative features. Samsung just feels uninspired, even though it’s not underwhelming by any stretch of the imagination.

The S26 Ultra isn’t quite leading the charge

Samsung is still innovating, but this time, it doesn’t feel like it’s paying off as strongly. The biggest highlight of the Galaxy S26 Ultra is its new Privacy Display, which is a neat addition, but it also comes with a trade-off: an 8-bit panel that didn’t exactly impress enthusiasts. Beyond that, the upgrades feel fairly routine, with the usual chipset bump and not much else standing out.

Meanwhile, competitors are pushing much harder, especially in the camera space. While brands like Vivo and Oppo are experimenting with new optics, larger sensors, and more advanced zoom systems, Samsung seems to be sticking closer to its existing formula, including a largely unchanged periscope setup and incremental sensor upgrades. Loyal users will likely stay, and options like Google Pixel still exist. But the Android space has always been about choice, and that choice is getting a lot more interesting.

“Ultra” is starting to mean something else

This shift isn’t just about specs; it’s about direction. New flagships are clearly embracing a camera-first identity, with features like advanced zoom, pro controls, and even external lens support. What’s more, these devices also come with a lot more. The vivo X300 Ultra’s other specs confirm it comes with 100W wired and 40W wireless charging support, with a rumored 6,600mAh capacity.

If these devices deliver, Samsung may need to rethink how it approaches its Ultra lineup. Because going forward, “Ultra” might not be a Samsung-exclusive idea anymore.