Apple was the first brand to popularize the “Pro Max” branding when it introduced iPhone 11 Pro Max back in 2019. For the firm, the label translates to the largest display and most advanced hardware in its lineup. However, an industry insider now reports that more and more brands are going to adopt the once Apple -exclusive Pro Max branding for their smartphones.
Pro Max branding might get even more common in the smartphone industry
Popular Chinese smartphone manufacturers, such as Xiaomi and Huawei, have already started using the Pro Max label for their devices. And now, the tipster Digital Chat Station reports that multiple Android smartphone manufacturers will soon begin using the “Pro Max” moniker in their flagship naming schemes.
The trend seems to be very common among the Chinese OEMs. For reference, Xiaomi’s latest flagship lineup includes a device with the Xiaomi 17 “Pro Max” moniker. Huawei also has a device with the Mate 80 Pro Max label. The adoption is more than superficial. The term “Pro Max” is generally associated with devices featuring a larger display, a powerful processor, and other top-of-the-line hardware.
The new label might get brands more attention
Smartphone manufacturers see the adoption as a potential marketing trick. The term “Pro Max” conveys a flagship status to the consumer, which might as well push them to consider a particular product just by looking at the label. The tipster has not specifically revealed the brands that are going to adopt the name. However, it’s most likely the OPPO, Vivo, and HONOR since these are the only major brands left with no Pro Max-branded devices.
The Pro Max label could help the brand distinguish the devices under their flagship lineup. The OPPO and Vivo currently label their flagship smartphone as “Ultra.” They may soon rename it to Pro Max. Nevertheless, critics warn that overuse of the term may dilute its impact. If all brands start using the name moniker across different segments, then it may lose its luxury connotation.
