Ultra

After launching the cheapest Mac in history, Apple is preparing three ‘Ultra’ products. Wants to go for both ends of the market

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A few days after the arrival of MacBook Neothe cheapest Mac in history, we know thanks to Mark Gurman in Bloomberg that Apple is preparing three products for this year. All three aspire to be the most expensive in their category. And that contrast says a lot about Apple’s strategy for the immediate future. The panoramic. Gurman is the journalist with the best history of leaks about Apple. And he has published in his newsletter Power On that Apple plans to launch at least three products with the Ultra surname, or at least with its essence (the most powerful and expensive in its range): A foldable iPhone. We have been listening to it for years and It seems that 2026 is going to be the year. Expected price of around $2,000. It does not replace the Pro Max, but rather points to another form factor and to those who want to have the most advanced device in the line. AirPods with camera sensors. They would be above the AirPods Pro in price. Its differential would not be in the audio but in space capabilities that the cameras would provide. Macbook Ultra. Although it is not confirmed that it will be called that. With OLED touch panel and M5 Ultra chip. It would be the most expensive and powerful laptop ever launched by Apple, aimed at those who already spend similar amounts on a mac studio plus a monitor. All this in the same year that Apple launches the MacBook Neo for $600. He counted. They are complementary movements. The Neo lowers the barrier to entry into the Mac ecosystem, and the Ultra raises it for those who are already inside and can (and want) to go further. Apple has been trying a similar logic for some time. He first Apple Watch Ultra It arrived in 2022 for about double the price of the current Series. Without being a radically different product, it found its buyer: who wanted the best Apple Watch possible without the price being a major obstacle. It worked. Between the lines. The touch screen on a Mac deserves separate attention, because Apple justified not incorporating it a few years ago, when there was some pressure for it to do so, explaining that touching a computer screen is uncomfortable due to the position of the arm. The question. Just because the strategy is coherent on paper does not mean that all products will be able to sustain it. The foldable iPhone will arrive after seven years with other foldables on the market, without anyone being able to turn it into a bestseller. AirPods with cameras are going to have to offer something that justifies the spending premium, not just a gimmicky demo for the first few days. And the MacBook Ultra will have to justify its price with something that only that laptop can deliver. Apple knows better than anyone that a premium line demands that premium products truly deliver. In 2026 we will see if it is up to the task with this new shipment that seeks to raise the ceiling of several lines. In Xataka | Apple has only found one option to make a cheap laptop: make it a mobile Featured image | Tatiana Steve, insung yoon, dlxmedia.hu

Is the newest the best for you? We compare the Xiaomi 17 Ultra against the Xiaomi 15 Ultra to see which is a better buy in 2026

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There is a lot left to decide what is the best mobile phone of 2026but the new Xiaomi 17 Ultra He has all the ballots to be one of the candidates. The new top of the range from the Chinese manufacturer comes with changes compared to the previous Xiaomi 15 Ultra (the 16 does not exist, remember) and even with a launch offer. But, Is it worth paying more for the new model? We are going to analyze what the main differences between the two are to be able to decide more easily. Differences between the Xiaomi 17 Ultra and Xiaomi 15 Ultra The screen makes you fat, the body loses weight Xiaomi, as Samsung has also done with their new Galaxy S26remains the same design, although refined. Xiaomi’s new mobile phone is its lightest and thinnest Ultra to datesomething quite impressive if we take into account the size of its battery (we will talk about that a little later). There is a fairly important difference between the two: 9.4 millimeters thick and 226 grams of the 15 Ultra compared to 8.29 millimeters and 218 grams of its successor. That means that we are going to have orLess sensation of “huge” in handsomething that is appreciated if we take into account that it is a mobile that measures 16 centimeters high. And the screen? In this case, it happens just the opposite: the Xiaomi 17 Ultra comes with a slightly larger 6.9-inch screen (compared to 6.73 for the 15 Ultra). This is how it is equal in inches compared to the Galaxy S26 Ultra. Beyond the size, it is also worth noting that the new Xiaomi also increases the maximum brightness level, ideal for those moments when we are on the street and the sun shines directly on the mobile. More performance thanks to its new processor At the hardware level, the expected improvement. Both phones have a Qualcomm processor: on the Xiaomi 15 Ultra’s side, the Snapdragon 8 Elite; of the new model, the Snapdragon 8 Elite Gen 5. We cannot talk about real figures because we have not tested the new Xiaomi phone, but with the data in hand, yes we can say that it will have better performance. At the end of the day, the new generation of Qualcomm’s processor is one of the best chips out there. As far as memory is concerned, point for Xiaomi: Both phones start with 512 GB of storage and 16 GB of RAM. As an alternative, in both cases we have an additional configuration that increases the capacity up to 1 TB (although in exchange for paying 200 euros more). There is a significant jump in battery size The Xiaomi 15 Ultra arrived in Spain with a 5,410 mAh battery, different from the one the same mobile phone had in China (which was 6,000 mAh). Although it already offers great autonomy, the Xiaomi 17 Ultra wants to catapult it with a 6,000 mAh battery that this time we can enjoy. It is an important battery size, even more so if we take into account that the thickness of the mobile has been reduced. And what about fast charging? There is no change there. Both devices have 90W fast wired charging and 50W wireless charging, so no matter which one you choose, you won’t find any difference in how fast your battery charges. The main difference is in the cameras One of the main strengths of the Xiaomi Ultra is in its cameras. The main camera, as with the 15 Ultra, is once again one inch, has 50 megapixels and is signed by Leica. A priori, there may not be much difference between their performance. Nor in the ultra wide angle, which is 50 megapixels in both cases. We cannot say the same about the telephoto lens. The Xiaomi 15 Ultra came with two different 50-megapixel telephoto lenses. Simply put, the phone’s camera jumps from one to the other depending on the zoom distance we want to use when taking the photo. What happens with the new 17 Ultra? That this uses a single 200 megapixel sensor with variable aperture, so the zoom is continuous and does not hit those “jumps”. Therefore, the result is better. Which one to choose from the two depending on what you are looking for or your needs In which cases is the Xiaomi 17 Ultra worth the most? The new top of the range comes with quite interesting improvements and changes, especially when it comes to battery and cameras. Now, as always, you have to weigh whether it is worth paying the price. The good news is that it comes out with a launch promo, so we now have it with a 250 euro discount. In that sense, this mobile is recommended if: You are looking to have a top of the range Xiaomi with the greatest possible autonomy. You want to have a more manageable mobile phone with a larger screen. You really like taking photos and you think you are going to put the improved telephoto lens to good use. In which cases is the Xiaomi 15 Ultra worth the most? In 2026, the Xiaomi 15 Ultra is still a very good phone. The problem here is that perhaps it is difficult to find it at a good price: the cheapest we have found has been at 1,179 eurosjust 70 euros less than what the Xiaomi 17 Ultra costs. At that price it is difficult to put it above, but things change if we look for it reconditioned or if we find it around 200 or 300 euros less. With a price like this, it would be recommended in case: Looking for a top photography experience without spending so much. You like big phones and you don’t mind that extra weight. You want a top-of-the-range Xiaomi mobile and you don’t mind looking at the previous generation. And what happens with the base models? This price difference that we talked about a few … Read more

Samsung has insisted on maintaining the identity of the S26 Ultra. The price to pay is the battery

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The Samsung Galaxy S26 They’re here, and to no one’s surprise, they’re extremely similar to last year’s. The time of having new mobile phones that are clearly better than those of the previous generation has long passed and we have seen that most of the new features come from the software side. Even so, in this family we see improvements in one of its models: in the S26 Ultra. Improvements in cameras, in power with the Next generation Snapdragon and one privacy screen which still seems like a magic trick to me. It also has a battery from the past: 5,000 mAh when China is betting on figures of 6,000 or 7,000 mAh. And there is a very simple explanation that has nothing to do with Samsung’s conservatism: you can’t have everything. And if the Galaxy S26 Ultra wants to maintain its hallmark, which makes it different in a calendar full of mobile phones that are very similar to each other, it must make sacrifices. I’m talking about the S-Pen. The sacrifice of the Galaxy S26 Ultra that… makes sense We are not going to fool ourselves: Samsung, Google and Apple are three companies that are being too conservative both with battery capacity and loads. They put in just enough so that this charge can be considered ‘fast’ while in China we see phones with new generation batteries that also have much faster charges. You may think that they do not bet on ultra-large batteries with crazy charges for a degradation issuebut it is really the Chinese companies that offer long-term tests on the charging cycles of their batteries. And an 80% degradation in a 7,000 mAh battery is not the same as in a 5,000 mAh battery. The problem is that, although the 4,900 mAh of the Samsung Galaxy S26+ They are unjustifiable from the user’s point of view, the 5,000 mAh of the Galaxy S26 Ultra is more understandable if we look at the insides of the mobile. As an example, I am going to put an image of the interior of the S25 Ultra of the video by JerryRigEverything: Interior of the S25 Ultra. Look how little space the battery has | Screenshot of JerryRigEverything Here we have several interesting things. On the one hand, the enormous space occupied by the SIM tray. Well, really, what it takes up… everything. More than a third of the rear is the plate with the SoC and the cameras, the bottom part is dominated by the speaker, the SIM slot and the USB-C port. and then we have an element that takes up a lot of space: the S-Pen. The SIM slot takes up a lot | Screenshot of JerryRigEverything The pen is stored inside the cell phone and takes up a good portion of it. It’s very easy to see the amount of space you’re stealing from a battery that’s already being suffocated by the rest of the components. And we cannot say that the S25 Ultra is small, precisely. Without the pencil in its compartment, we can better see what the battery is losing | Screenshot of JerryRigEverything When Apple removed headphone jack port He did it for several reasons. One was to be able to sell ourselves wireless headphones more expensive. The other was to scratch millimeters that could be used with the battery. The same thing happens with the most recent movement to banish physical SIM cards. In mobile phones where everything is extremely small and compact, the battery gaining only a few millimeters translates into greater capacities. Because, as much as Chinese mobile phones, especially the folding onesare mounting denser new generation batteries, it is still a space game: the bigger, the more capacity. At least with current technology. The S26 Ultra not only keeps the S-Penbut it is also somewhat thinner than the S25 Ultra while including a larger vapor chamber. No matter how much Samsung makes a denser battery, physically there are elements that steal internal space. This means that the 5,000 mAh must be maintained. Because if in other mobile phones, such as the aforementioned folding ones or in the ultra-thin ones like the iPhone Airwe see that the battery is the protagonist, in the S26 Ultra, in the Ultra family in general, it is just one more element. And here I have mixed feelings. It is true that it is shocking to see a mobile phone costing more than 1,400 euros with a 60 W charge and a 5,000 mAh battery when models like the Honor Magic8 Pro or the OPPO Find X9 Pro with more than 6,000 mAh or 75.00 mAh respectively and 100 W charges. However, the S26 Ultra remains unique in being special for something that many people continue to appreciate. The S-Pen is a very cool component that, although it has been losing functionalityallows us to write on the screen, edit documents and photos much more precisely than with our finger and, ultimately, it is an element that continues to exist because Samsung believes that its users continue to find value in it. If this were not the case, they would have long since loaded an element that makes the production of the mobile phone more expensive and prevents them from moving forward in another direction (adding more battery, for example). Therefore… yes, the S-Pen is mainly responsible for the 5,000 mAh of the Galaxy S26 Ultra. But, at the same time, it is what means that, in an era in which practically all mobile phones are the same, The Ultra continue to have that “special thing” that differentiates them from all the others. And, honestly: I hate Samsung for maintaining that hallmark (but let’s see if they can find the formula for the new silicon-carbon batteries that other manufacturers are already implementing). Photos | JerryRigEveryting, Xataka In Xataka | We already know why mobile phones with 6,000mAh are not arriving in Europe: there is a clear person responsible

The Samsung Galaxy S26 Ultra has shown us a wonderful future. One full of screens with privacy technology

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Many revolutions come without us realizing it and by surprise. As if they were a supporting actor that no one seemed to pay attention to and turns out to be the real star of the movie: This is how the privacy screen arrived of the Samsung Galaxy S26 Ultra: an innovation that no one expected and that made the AI ​​or the cameras of that mobile barely matter. Because although all those things add up, they are an evolution that we were all waiting for. But the privacy screen thing is something else: it is an everyday revolution and so obvious that one can only think how it is possible that we are in 2026 and no one would have invented something like this before. Samsung, as our colleague Ana Boria rightly says – please, don’t miss the Short -, has suddenly destroyed the entire industry of tempered glass that protects privacy. For years we have seen how it was possible to add a “privacy protector” in the form of protective glass to our mobile phone or laptop. With it it was possible to prevent any curious/gossip from taking a look at our device over our shoulder, but Samsung has made these protectors no longer necessary, because it has shown us how this technology can be part of the device’s screen itself. The idea is not entirely new, of course. HP has already applied a similar idea in some of its laptops a whopping 10 years ago. He called it Sure View and developed it in collaboration with 3M. That technology effectively allowed the viewing angles of the EliteBook 1040 and 840 to be critically reduced, but the proposal did not seem to work. Image: Samsung. Samsung, however, has gone a step further because this privacy screen can not only be activated and deactivated whenever we want: it can even be activated or deactivated in a personalized way for each application: if you want the privacy screen mode to be activated every time you look at your bank application, you just have to select this option in the settings. The customization of this feature is also extraordinaryand Samsung allows you to adjust it so that it is activated automatically, for example, when we receive notifications, or that the screen also goes into “anti-gossip” mode just when we are entering a PIN for an application. With the function activated, the screen only looks good to those looking at it from the front. This is one of those ideas that show that not everything is invented in the world of technology and that a real practical and everyday improvement as “silly” as this can be much more important and impactful than some AI options that remain fireworks. In fact, here Samsung has surprised us with an innovation that should make apple blush: the Cupertino company does not stop boasting that They are the champions of privacyand although they have certainly traditionally stood out in this section, here Samsung has left them biting the dust. To them and to everyone. Privacy screens have already become one of the clear technological innovations of 2026. Now We just hope that all manufacturers follow the story and end up implementing similar systems on their mobile phones. That may take some time, of course, but today it seems inevitable to think that what Samsung has done is open the door to a wonderful future in which we will be much safer from gossip. Good for Samsung. In Xataka | Image | Xataka with Freepik

The Galaxy Ultra already had a scandalous screen. The Galaxy S26 Ultra directly changes the rules of the game

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I don’t want to waste my time talking about seniority, but I’ve been dedicating myself to current technology and video games for more than a decade and I can say that, at this point, few things surprise me. There are evolutions and functions that are cool, but on very few occasions it is something groundbreaking. Then Samsung arrived with the screen of the Galaxy S26 Ultra and its privacy mode. And I tell you what it is one of those things that you have to see to believe. In the first impressions of all Samsung Galaxy S26 We have already told you the essentials. The South Korean company has put a lot of effort into providing its new models with artificial intelligence functions. According to their estimates, more than 80% of users see value in the features of AI and we have a call assistant to avoid the SPAM, agents who perform actions for usa photo editor to which we give commands with prompts and other functions that make more or less intense use of AI. However, what I have noticed the most is something done so that you do not ‘focus’ on the screen of the one next to you: the new privacy screen. It is a mix between software and software that is explained simply. Have you seen one of those tempered panels that are tinted so that they can only be seen from the front so that curious people can’t see anything? Well, that’s what the Galaxy S26 Ultra screen does. Yes with him S24 Ultra they introduced an anti-glare screen that worked very, very wellthey have now added another layer of technology and functionality. The operation is simple and has to do with the pixel matrix of the OLED panel. We have pixels that emit in a narrow spectrum and those that emit light in a wide spectrum. When privacy mode is not activated, the screen lights up all the pixels, allowing it to look great both from the front and at any angle. But, when we activate the new privacy mode, pixels that emit light in the wide spectrum are turned off. And that’s the trick. When that happens, as users, we notice that the brightness drops a little, but also that we can only see the screen if we are completely perpendicular. If we start to tilt the phone, we quickly lose the angle of vision to the point that at 30 degrees it is very difficult to see anything. In practice, whoever is next to you on the couch, on the train or on the bus, will not see anything at all on your screen. And this is great in terms of privacy, but also in terms of security. Because let’s see, you may be thinking that it is ideal so that no one sees your conversations. Telegram or a mischievous eye that tries to take a look at the gallery or the bank app. And yes, it’s useful for that, but also so that your PIN or important notifications don’t get caught. Because There are three ways to activate this mode: Activated at will in full screen. Activated when we run certain apps in full screen. Notifications only. For example, I don’t care if they see my Telegram, but I don’t care if they take a look at my photo gallery. So I can set it to turn on when I open the gallery and turn off when I exit. But, also, I can add another condition: When there is an app that asks for my PIN, it is automatically activated to hide the process. And the truth is that it works like a charm: it’s fast, transparent for the user once we configure it for the first time and… you don’t see anything, really. I know it sounds very “source: believe me”but in the photos and video above you can see it in operation. In addition, it is not tied to Samsung apps, but to anyone. And it also works with notifications, hiding only the notification bar at the top. Now, it has a catch. You may have noticed that I said “the screen of the Samsung Galaxy S26”, and there is a reason: It is a technology reserved for the most expensive model. We already saw this with the anti-reflective finish of the S24 Ultra and it is a decision that I understood. It is logical that manufacturers save exclusives for their most ambitious models. However, here we are no longer talking about a function to keep gossip away: we are talking about something focused on improving privacy and security. I think that little brothers should have it. What’s more, I think all brands should step up and copy this function. It’s going to make cell phones go up in price, yes, but the truth is that I prefer something like this to cell phones that are increasingly more and more powerful and with more and more –very expensive– RAM for AI functions. From now on, this Samsung ‘invention’ has become something to which I am going to pay close attention. And surely there is someone who doesn’t like anything: to manufacturers of tempered glass with privacy function. Because I have one from a very well-known brand and it works well, but it is a pain in many circumstances and, in addition, it interferes too much with the brightness sensor. That does not happen in this Samsung implementation. Samsung Galaxy S26 Ultra, 512GB, Smartphone with Galaxy AI, 200MP Camera, 12GB RAM, 5000mAh Battery, 3 Year Manufacturer’s Warranty + 1 Extra Year, Cobalt Violet Color (Spanish Version) The price could vary. We earn commission from these links Photos | Xataka In Xataka | It’s not that AI makes us stupid: it’s that we are surrendering to it

Mercadona and the white label had been setting the course for supermarkets in Spain for years. Until the “ultra low cost” arrived

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When we Spaniards go out shopping we value above all two factors. The first, proximity. The second, the price. Even above the quality. It is not at all surprising if we take into account that we come from a inflationary crisis and there are items of common consumption (cocoa, coffee either eggs) who have experienced a real storm in recent months. The chains know how much they are risking with each euro and have acted accordingly. For example with a bet on the white label that has been especially good to Mercadona. There is, however, another strategy that has been gradually making its way into the world. retail Spanish, one also focused on prices, but that does not rely on white label or short assortment: supermarkets “ultra low cost“. “Ultra low cost“? Exact. It sounds somewhat far-fetched (almost, almost cacophonous) but that is the label that best defines certain supermarket chains that have focused their strategy basically on product discounts. double digit. After years of inflation and with costs becoming a decisive factor When families decide where to shop, most chains try (to a greater or lesser extent) to be competitive in prices. In fact in the rankings Cheaper stores usually include brands such as Alcampo, Family Cash or Aldi. In the case of super “ultra low cost“The price is, however, more than just a front on which to compete. It represents the great differentiating factor. And it is to such an extent that it conditions the approach, the offer and the way the chain operates. In a recent article, Five Days reviewed the billing data of two relatively young firms that fit this pattern: Sqrups and Primaprix. What differentiates them? That in a sector (that of supermarkets) in which it seemed that everything had been said, with Mercadona expanding your domain and the white label gaining market sharethe “ultra” chains low cost“have found an alternative path of growth. Their strategy involves offering items from recognized brands (nothing from Hacendado, Deliplus, Auchan or similar), but with surprisingly low prices. As an example, Sqrups boasts of offering its customers “significant discounts” that move between 30 and 80%. How do they work the miracle? With your business model. More like its supply model. Unlike most supermarket chains, they supply surpluses that are left ‘off the hook’ or have no place on the shelves of companies such as Carrefour, Eroski, Mercadona or Hipercor, among others. These are surplus stocks, items that do not quite work, merchandise that has been left out of the circuit due to a change in packaging or not meeting presentation standards… In short, items in good condition that manufacturers need to liquidate and cannot (or want) to distribute through ‘conventional’ chains. Their destination ends up being Sgrups or Primaprix, where they add to a catalog marked by rotation, speed and discounts. But… How do they do it? “Large international brands usually have surplus stocks in their warehouses, left over from promotions (Christmas, summer, events…), from new launches or simply products with a much lower price in one country than in another. At Primaprix we travel throughout Europe hunting for these opportunities,” details the companywho remembers that he opened his first store in Madrid in 2015 and in just ten years he has built a network of 260. Sgrups’ explanation is similar. “We recover products that, under normal conditions, distribution throws away,” clarifies its general directorRaúl Espinosa, who boasts that thanks to its discounts the chain sells products with prices much lower (50-80%) than those on the market. The company ensures that its assortment comes from three sources: “production surpluses, image changes and quality control.” It also incorporates “short-dated” products. “In the last year we have rescued more than 26 million products, preventing them from being destroyed and giving them a second chance for consumption,” the company specifiesborn ago just over a decade and that works with food, but also drugstores, stationery and hygiene items. The big question: why? Because this formula has allowed them to connect with a part of the market and expand in a sector, that of retail Spanish, in which a small number of brands have been expanding their dominance. “Companies like Sqrups or Primaprix break the differentiation with the rest of the operators thanks to this supply model,” explains to Five Days Javier Pérez de Leza, good knowledge of the sector. “Mercadona, Lidl or Aldi have dedicated themselves to a type of discount that leaves room below, because the price trend is upward. You can be much cheaper than all of them, although with risks.” What risks? One (fundamental) is the pressure that operators in the sector can exert to reduce the surpluses that these chains feed on, although it is not the only limit that the model of companies like Primaprix faces. Relying on stocks makes it very difficult to guarantee the continuity of an ever-changing assortment. Furthermore, the fact that customers encounter different products every so often may increase their interest in visiting stores but also complicates such basic issues as logistics. What do your accounts say? That neither of the two chains are doing badly at all. Primaprix data we know them also thanks to Five Dayswhich a few days ago revealed that during the 2024 financial year the company had a turnover of 347 million euros. Maybe it’s far from billions from Mercadona, but it represents a year-on-year growth of 24%. If we look further back, the company’s sales quadrupled between 2020 and 2024, a period during which it went from managing 110 stores to 245. Now it is on its way to 300 establishments. The key: your business modelwhich is nourished by the surpluses accumulated in the warehouses of large manufacturers. Your catalog is completed with purchases you make in other countries, looking at prices, discarded items despite being completely suitable for consumption, or products that will expire soon. A bet not very different from what fashion or furniture outlets have been making for years. They are merchandise (many … Read more

Samsung’s top mobile phone is the Galaxy S25 Ultra. Now, you can get it with 512 GB and a discount of more than 500 euros

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If you have decided to end the year by renewing your old mobile phone and have thought about a high-end one, this Amazon offer is for you. Now, you can buy Samsung’s top mobile phone, the Galaxy S25 Ultrain its 512 GB per configuration 999 euros. Although, if you want to do without a little memory, the 256 GB model is available at El Corte Inglés with the Galaxy Buds3 Pro headphones for 999.90 euros. Samsung Galaxy S25 Ultra 512GB The price could vary. We earn commission from these links A top mobile at an unbeatable price Although it is true that this Samsung Galaxy S25 Ultra It is not a mobile phone with many new features, it does present some improvements compared to its predecessor. One of those most significant improvements is its 6.9-inch anti-glare screen with Quad HD+ resolution. The processor it mounts is the Snapdragon 8 Elitewith 12 GB of RAM and an internal storage capacity of 512 GB. As for its battery, it supports fast charging and wireless and the autonomy it offers is a day and a half or two days. Its operating system allows updates for seven years and it is a mobile phone full of Artificial intelligence. Another thing it stands out for is its photography section. Mount a triple rear camera with a 200 MP main sensora 10 MP telephoto lens, a 50 MP telephoto lens and a 50 MP ultra wide angle lens. Some accessories that may interest you for this mobile JETech 5 in 1 Case for Samsung Galaxy S25 Ultra 5G with 2 Screen Protectors The price could vary. We earn commission from these links JBL Wave Flex 2, Wireless Headphones The price could vary. We earn commission from these links Some of the links in this article are affiliated and may provide a benefit to Xataka. In case of non-availability, offers may vary. Images | Ricardo Aguilar (Xataka) and Samsung In Xataka | Best Samsung phones: which one to buy and recommended models based on budget, tastes and price quality In Xataka | The best mobile phones, we have tested them and here are their analyzes

The POCO F8 Pro and F8 Ultra are a great change of direction for the brand. We spoke with POCO to find out what awaits us now

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POCO launched two new devices a few days ago that mark a change of direction in its strategy: the F8 Pro and the F8Ultra. The latter represents the Chinese brand’s most ambitious commitment to enter the premium segment, just eight months after the launch of the F7 Ultra in March. As we shared a few days ago, we had the opportunity to analyze it in depth, but we were also able to have a chat with Kang Lou, head of product marketing and spokesperson for POCO Global, and Stanley Yeh, chief audio engineer, at a press conference during the launch event in Bali. Both managers gave us very interesting clues about the future of the brand, which is at its best, proof that its strategy continues to work. A change of strategy. For seven years, POCO has focused exclusively on delivering the best performance at the most competitive price possible. “When POCO was created seven years ago we always focused on one thing: performance,” Lou explained. But now things have changed. “Since the beginning of this year, with the F7 Ultra in March, we started testing the premium market. To do so, we tried to elevate the overall user experience, not just the performance. We want our users to experience good features regardless of whether we are talking about camera, battery or any other feature.” POCO F8 Pro Collaboration with Bose. One of the great novelties of the F8 Ultra is its 2.1 audio system developed in collaboration with Bose. “In the past we usually ignored the audio area. This time we collaborated with Bose because we want a mobile phone to come close to producing the real sound that humans actually hear. We worked with Bose to redesign the entire audio system, both in software and hardware,” said Yeh. Why Bose and not another brand? Asked why they specifically chose Bose out of all the audio brands available, Yeh said, “Bass is quite important for what humans actually hear. Bose has experience in those areas and they also have a lot of patents and technology for small speakers to produce big or deep bass.” In addition, he noted that “Bose has a lot of experience in psychoacoustics, about what good sound is and what kind of sound small speakers can produce.” Qaggressive tough. One of the most recurring questions in the room was how POCO can maintain such competitive prices. Lou responded by explaining that “that’s our biggest strength as a brand. We try to reduce our price as much as possible while maintaining low margins because we really do work on low margins.” LITTLE F8 Ultra Lou further added that “POCO saves a lot of costs because we only focus on online. We don’t have the retail costs, which are a large proportion when we talk about those prices.” Furthermore, regarding the Pro model, he clarified that “we can save costs because we are using the chipset that was launched a year ago. And fortunately, we are in a market where a chipset from a year ago is still very, very capable for common use and for any type of game or intensive use.” Jeans on the back. The F8 Ultra stands out for its rear finish that imitates the texture of jeans, a design decision that especially caught our attention, as did the rest of the attendees. “We wanted something really outstanding, something that when you see it for the first time you fall in love. You feel, ‘oh, there’s something different, something quite cool, something memorable,’” Lou explained. Although he clarified that “it’s not actually denim, it’s not jeans at all. It’s a completely different material made of silicone. We chose it because it’s very durable and at the same time very comfortable to the touch.” In recent years, POCO has been characterized, in part, by targeting a more youthful audience and by devices with yellow finishes. The absence of this color in the F8 Ultra has also been noted. Lou clarified that “we don’t actually stick to the iconic yellow for every phone we make. We just change the overall design language a little bit depending on the product positioning.” Although Lou assured that there are no established plans to make denim a permanent distinctive element. “If it’s something our users want in the future on other devices or accessories, we’ll try to make the effort.” The POCOs have less battery than the Redmi K90. The POCO F8 family is based on the Redmi K90which are sold in Asia. The K90 and K90 Pro Max have batteries greater than 7,000 mAh, but this battery capacity does not carry over to the POCO in Europe. Lou explained that this is “mainly for transportation reasons, but not only that. Many of our third-party partners have warehouses in local markets and those warehouses have to be certified to store batteries up to a certain capacity. In order for everyone to partner with us and get our devices, we have a limit in place.” The camera, that great pending task. Regarding possible collaborations in the future, especially in the photographic section, Lou clarified that “we have a strong cooperation with Bose and some other leading technologies in terms of camera. We are always trying to improve the camera experience compared to what we have today. If we can have more collaborations in terms of camera to strengthen the entire future experience, of course we will. But at the moment we do not have any collaboration in that sense.” The firm also does not have a large arsenal of accessories under its POCO brand, and perhaps this can be a very lucrative aspect for the brand. At the moment they do not have a roadmap in mind, so we will have to wait to find out more details in this regard. What’s coming now. POCO is at a critical moment. After seven years building a solid reputation under the “value for money” label, the brand is now trying to … Read more

Samsung has been gradually shaping its super high-end range for years. And the result is the triumph of the S25 Ultra for another year

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The verdict of the jury of the Xataka NordVPN Awards 2025 has been clear. In a year where competition has been fierce in the premium segment, with Apple renewing its commitment to iPhone 17 and Chinese brands like Alive or Oppo pushing the limits of photography, there has been a traditional winner: The Samsung Galaxy S25 Ultra has won gold in the most coveted category. Prima facie, may seem like a conservative decision. And the Galaxy S25 Ultra is not a disruptive mobile; It doesn’t make a huge leap in performance or photography. However, his victory responds to a reality that we verified during our analysis: a perfect balance. It is not a victory resulting from chance or a specific success, but the culmination of a strategy that the Korean firm began five years ago. While other manufacturers lurched in search of wow effect every twelve months (and even less), Samsung decided that its ‘Ultra’ surname already had a defined identity: the super high-end customer is not looking for experiments—faster charges, sensors with better numbers, higher capacity batteries—but rather certainties. The Galaxy S25 Ultra has not reinvented the wheel, but has made it roll better than anyone else: these are the technical and experience reasons that make it the king of 2025. Something with which I can’t agree more. When the screen matters (and a lot) If you have used a Galaxy S24 Ultrayou know the pain. Those rectangular corners that dug into the palm of the hand were the price to pay for having the largest and most spectacular screen. With the Galaxy S25 Ultra, Samsung has smoothed over that roughness. It’s not just that the corners have been softened: it’s that the phone has lost a few grams. It may seem like a smaller figure on paper, but in the hand, the difference between one and the other is very noticeable. Maintaining the 6.9-inch screen and 5,000 mAh battery while reducing weight (and a little thickness) is the kind of change that justifies the award. Of course, perhaps after saying goodbye to those corners he has lost one of his identifying marks at first glance: now he looks like the rest of his younger brothers. That does not mean that it is at this point that the maturity of the concept is appreciated: it took Samsung years to correct the course from those curved screens, beautiful, but not entirely comfortable. The S25 Ultra is the recognition that usability must come before pretty aesthetics, even in the premium segment. And if that means sacrificing the visual identity of the extinct ‘Note’ in favor of ergonomics, then too. On the other hand, the anti-reflective treatment of its predecessor already seemed like a game changer. This year, it is maintained, and its screen is also improved with more mature brightness management. They are one of those small details that matter: I don’t need 6,000 nits if I have a panel that eliminates reflections and it offers me very pure blacks in broad daylight. This panel does not seek to win on the technical sheet, but on experience. And there is a technical detail that we often overlook but that makes a difference in everyday life: visual fatigue. Although Samsung remains conservative with PWM Dimming (492 Hz vs. 2,000+ Hz for the Chinese competition), the panel calibration and automatic brightness management in One UI have reached an exquisite point. Let’s not forget that we still have a real Quad HD+ resolutionsomething that many rivals they have sacrificed dropping to 1.5K to save battery or increase the refresh rate. Samsung has not made that sacrifice, and it is appreciated. Power without anxiety and mature chambers It was easy for Samsung to deliver high-end performance: the Snapdragon 8 Gen 3 has given way to a Snapdragon 8 Elite who plays in another league. Although in synthetic stress tests the mobile can suffer considerable throttling, in real use – editing video or playing demanding titles like ‘Genshin Impact’ – this drop in theoretical performance is imperceptible. Samsung has prioritized system stability over raw benchmark numbers: I confirm that it is the right decision for a productivity device. My biggest fear was that the power of the new chip would eat up the battery, the reality has been the opposite. Getting to the end of the day with half the battery is possible: Samsung has shown that optimization can improve autonomy. Now, it goes without saying that to continue winning our super high-end award, the South Korean will have to join the new trend in batteries: those of silicon-carbon. This year it has not been, but next 2026 forces Samsung to take the leap that other manufacturers are experiencing. And what if it becomes notable: mobile phones with 7,000 mAh batteries and more are flooding the Android market. In the photographic field, this is where the philosophy of refinement is most noticeable. Do you miss a radical change in camera hardware? Sometimes, although if you value consistency more, not so much. The Galaxy S25 Ultra solved the Achilles heel of its predecessor: the ultra wide angle. By raising the resolution to 50 MP with a new sensor, this camera finally does not clash with the rest. Furthermore, the recording in LOG and AI noise removal are quite useful tools for content creators. An aspect in which it approaches the high level of the iPhone in video recording. No, it is not the most exciting camera of the year, but it is one of the few that does not leave you lying around: whatever photo you want to take, it offers very consistent results. Samsung has got the point of its photography. A software to match Finally, part of the prize is also for the Android software: Gone are the days of Touchwiz as well as the first versions of One UI that did not achieve the promised user experience. One UI 7 has turned AI from a curiosity into a complete tool suite; and in … Read more

The Nubia Z80 Ultra is not only a beast with 7,200 mAh battery. It also has a photography kit that transforms it into a camera

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Nubia does not fail its annual event and has just announced its new high-end, the Nubia Z80 Ultra. The ZTE subsidiary follows in the footsteps of the Nubia Z70 Ultra and opts for a technical sheet that practically has no room for more cutting-edge features. Furthermore, this year they are jumping on the bandwagon of photographic mobiles with a kit that transforms it into a retro camera. Let’s see everything it offers. Nubia Z80 Ultra technical sheet nubia z80 ultra DIMENSIONS AND WEIGHT 164.5 x 77.2 x 8.6mm 227 grams screen 6.85 inch OLED FullHD+ resolution (2,688 x 1,216 pixels) 144Hz 2,000 nits No notch processor Qualcomm Snapdragon 8 Elite Gen5 ram memory 12/16GB LPDDR5x internal storage 256/512GB/1TB UFS 4.1 rear cameras Main: 50MP, 1/1.3″, 35mm, OIS, f/1.7, OV50H Ultra wide angle: 50MP, 1/1.55″, 18mm, f/1.8, AF, Macro 5.5cm, OV50E Telephoto: 64MP, 70mm, f/2.48, OIS, OV64B front camera 16MP battery 7,200 mAh 80W fast charging (wired and wireless) operating system Nebula AI OS 2.0 Android 16 connectivity 5G, WiFi 7, Bluetooth 5.4, GPS L1+L2+L5, NFC USB type C others Camera under the screen Fingerprint reader under the screen Face unlock DTS:X Ultra camera button Artificial intelligence Water resistance IP68, IP69 price To be confirmed Without a camera in front, with a super camera in the back It was 2020 when ZTE hid the front camera under the screen of the phone for the first time. ZTE Axon 20. It has already become a hallmark of its high-end range and in its Nubia range it was not going to be any less. Thanks to this, The front of the phone is all screen, specifically a 6.85-inch panel with brightness of up to 2,000 nits and a refresh rate of 144Hz. In addition to the front camera, the screen also hides a fingerprint reader. When we turn it over we find its other hallmark, the camera module that resembles the appearance of a retro camera. It is rectangular and occupies the entire width of the phone. Furthermore, unlike other cameras that usually place the sensors together in a square or circular arrangement, here we have the main sensor that stands out from the rest, with the telephoto one below and the angular one further to the right. All three sensors are OmniVision. The main one, 50 megapixels, is the largest, brightest and has an optical stabilizer. The wide angle also offers the same resolution, but the sensor is smaller and the lens is not as bright. Finally, the telephoto lens has 64 megapixels of resolution and also has an optical stabilizer. The photographic kit. Speaking of cameras, the Nubia Z80 Ultra comes with a photography kit sold separately and consists of a housing to which we can attach an external telephoto lens. The housing has controls on the top that make it almost a compact camera. No details have been given about the telephoto lens, but it is very reminiscent of the Vivo X300. The latest from Qualcomm and battery for a while Under the hood of the Nubia Z80 Ultra we find the Snapdragon 8 Elite Gen 5 which Qualcomm announced just a month ago. In addition to the most advanced chip, it also has 12 or 16 GB of LPDDR5X RAM and storage up to 1TB UFS4.1. Comes standard with the cape Nebula AI OS 2.0 based on Android 16. For the battery, it is surprising that the new model shares almost the same dimensions and weight as the previous one, but its battery is much larger. Are 7,200 milliamps and 80W fast charging, whether we use a cable or a wireless charger. Versions and prices of the Nubia Z80 Ultra The Nubia Z80 Ultra goes on sale in Spain on November 6 and will arrive in several versions depending on color and memory. In addition to the black and white versions, Nubia repeats one more year and brings a ‘Starry Night’ version, decorated with a drawing reminiscent of the well-known work of Van Gogh. At the moment, they have not revealed the prices for Spain, but we will update as soon as they are confirmed. The versions that will go on sale are these: 12+256GB: black. 16+512GB: black, white and ‘Starry Night’. 16+1TB: black. Images | Nubia In Xataka | Google finds it difficult to continue boasting about the best photographic processing: Vivo has surpassed the Pixel on its own field

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