Xiaomi and Oppo are challenging the iPhone with cameras, foldables and bigger batteries—not just lower prices

Xiaomi, Oppo and other non-U.S. smartphone makers are taking a more direct shot at Apple’s premium position by competing on the areas where iPhones have traditionally been hardest to dislodge: camera hardware, industrial design, battery life and ecosystem-linked features.

The shift is visible in the companies’ latest flagship strategies. Xiaomi is promoting a global imaging partnership with Leica and highlighting a 1-inch camera sensor, a 200-megapixel telephoto camera and optical zoom on its latest flagship line. Oppo, meanwhile, is pushing foldable phones as a premium alternative to conventional slab-style smartphones. Its Find N6 foldable emphasizes a flatter inner display, multitasking tools, a stylus and a Hasselblad-branded camera system.

Those products are not simply attempts to sell less expensive phones. They are designed to change what buyers expect from a high-end device. A Xiaomi flagship is positioned as a photography tool. Oppo’s foldables are positioned as mobile workspaces. Both companies are using hardware categories where Apple’s current mainstream iPhone lineup is more conservative.

Apple’s latest premium strategy is different. The iPhone 17 family and iPhone Air focus on a tightly controlled lineup, custom chips, iOS, Apple Intelligence and integration with products such as the Apple Watch and AirPods. The iPhone Air also extends Apple’s emphasis on thinness, with a titanium body and a 6.5-inch display.

That contrast matters because the competition is no longer just about processor speed or megapixel counts. Apple’s advantage is the value of a connected system: users who own an iPhone may also rely on iMessage, FaceTime, AirPods, Apple Watch features, cloud services and long-term software support. Xiaomi and Oppo can offer impressive individual devices, but they must persuade consumers to switch ecosystems as well as phones.

The market data shows why that remains difficult. Counterpoint Research said global smartphone shipments fell 11% year over year in the second quarter of 2026, reaching the lowest level for a second quarter in 13 years. The firm attributed much of the pressure to a memory shortage and rising component costs. Apple’s shipments grew 3% in the quarter, while Xiaomi, Oppo and vivo recorded double-digit shipment declines.

Counterpoint’s broader 2026 market tracking still places Apple among the strongest global brands. Its second-quarter figures gave Apple about 20% of worldwide smartphone shipments, while Xiaomi held roughly 12% and Oppo about 11%. In other words, the non-U.S. brands have substantial scale, but their advances in flagship design have not yet translated into a clear global displacement of Apple.

That distinction is important for consumers. The existence of a phone with a larger battery, a more elaborate camera system or a nearly invisible foldable crease does not automatically mean it is the better choice. Camera quality depends on image processing as well as sensors. Battery capacity does not equal battery life. Foldables add screen space but also introduce more complicated hinges, displays and repair considerations.

The more significant change is strategic. Xiaomi and Oppo are narrowing the gap in premium hardware while offering more variety than Apple does. Their strongest opportunity may be outside the United States, in markets where buyers are less tied to Apple’s services and where camera performance, charging speed, dual-SIM support, foldable designs or price carry more weight.

The next test will be whether these companies can turn technological differentiation into durable loyalty. Watch for three indicators: whether their flagship phones expand into more markets, whether independent reviews confirm meaningful advantages in cameras and battery life, and whether their software and accessory ecosystems become strong enough to keep customers from returning to Apple or Samsung.

For now, the iPhone remains the benchmark these companies are trying to redefine—not a product they have already overtaken.