No one expected vivo to 'mess up' with its newly released flagship product, the X200 Pro.

After the launch of vivo's new product, users who purchased the X200 series found an issue: in certain scenarios, photos taken by the X200 Pro exhibited glare. This issue quickly sparked heated discussions.

On October 24, Huang Tao, Vice President of vivo Products, responded that they would optimize software functions through OTA as soon as possible to alleviate some users' concerns to a certain extent.

Furthermore, Huang Tao explained on Weibo that the glare issue was due to the large aperture design and coating technology, adding that they were 'deeply sorry'.

Huang Tao's response seemed reasonable and provided a corresponding solution: subsequent OTA upgrades for optimization.

However, upon closer examination, Huang Tao's statement is intriguing: 'reducing some users' concerns to a certain extent' neither indicated a complete resolution of the issue nor offered alternative solutions beyond OTA, suggesting a lack of sincerity in the apology.

On November 1, Huang Tao tweeted again, announcing that a general optimization plan would be released on November 20.

Can the issue of glare in mobile photography be resolved? Why is vivo so sensitive to 'messing up' in imaging? These questions deserve attention.

Is the current X200 still worth buying? Expect a price drop after the 'glare issue'.

Searching for vivo on Baidu, the most prominent information is vivo's brand advertisement: 'The X200 series is far more than just imaging.'

The slogan is vivid and to the point. vivo's high-end X200 series focuses on imaging, highlighting it as one of the core selling points of vivo's flagship products this year.

Imaging is a prominent selling point for smartphone manufacturers.

With increasing homogenization among domestic brands, as processors are either Qualcomm or MediaTek, and memory components sourced from the same suppliers, imaging stands out as a differentiator.

As this year's core imaging flagship, the entry-level X200 Pro, priced at 5299, boasts top-tier imaging configuration, including Zeiss-certified 200MP telephoto lens, professional-grade image stabilization, and Sony's 1/1.28-inch image sensor.

With such comprehensive specifications, the X200 series carries a heavy burden for vivo's high-end aspirations. The 'mess up' in the X200 Pro's imaging could be a significant blow to vivo's high-end branding.

For consumers, considering the flaws in the primary camera feature, the original price might need reconsideration.

After all, Xiaomi, OPPO, and Honor have not experienced similar issues in their new releases; only the X200 Pro has. This means consumers will weigh price options more heavily in terminal sales.

vivo excels in offline channels, and the response to the 'glare issue' was swift.

At a Shanghai-based retail store, I learned that the store had a standard script and offered solutions, such as gift giveaways or waiting for software updates. Most importantly, prices have already softened, with discounts of around 300-400 yuan.

Currently, there are no price drops on vivo's official website. However, for consumers, a 'mess up' in imaging on a flagship phone is unacceptable. Perhaps only an official price drop can convince users to make a purchase.

In summary, prices will definitely drop, and 'the waiting game always wins'.

From a consumer perspective, there is no best product, only the most suitable price. Although the glare issue with the X200 Pro is a significant flaw, it is still worth considering at the right price.

The issue of glare in mobile photography can be significant or minor.

On a smaller scale, the glare issue is not exclusive to vivo; Apple phones have also had ghosting issues in low-light photography for some time. Photography enthusiasts know that glare is almost inevitable with large aperture devices at certain angles.

Therefore, the glare issue is essentially an industry-wide problem, not specific to any one brand.

On a larger scale, vivo's 'glare issue' with its core flagship X200 Pro may stem from its aggressive pursuit of imaging technology.

From this perspective, vivo's 'mess up' is not just a technical issue but also a decision-making one. It's like 'tripping on flat ground'—an avoidable problem that caused significant pain.

In mobile photography, deliberately pursuing specific scenario parameters can significantly increase the risk of 'messing up'.

Huang Tao also explained on Weibo that the glare issue was due to the large aperture and coating technology. Pursuing a large aperture in mobile photography is not new; many manufacturers have done so in the past. However, a larger aperture allows more light but may also exacerbate glare.

Is the glare issue with the X200 Pro avoidable?

Yes, it is possible. For example, compromising on aperture size might reduce the prominence of glare in photos.

vivo's aggressive pursuit of parameters in its flagship products is reminiscent of HTC and Microsoft's Lumia era, where an overemphasis on certain parameters overlooked potential issues. Unlike then, today's X200 Pro has fewer shortcomings in photography, with hardware performance sufficient for most needs.

However, for high-end branding, meeting most needs is insufficient.

'High-end branding' means not only meeting general demands but also satisfying a niche 'pro' audience, which is the true essence of high-end products.

For mobile imaging, high-end branding essentially means tackling core industry pain points. Does vivo have the expertise? Perhaps not perfectly, as imaging systems rely heavily on supplier components beyond software algorithms.

So-called imaging hardware innovations are mostly supplier-driven. Suppliers often struggle with issues that manufacturers also find challenging to resolve. To ensure product maturity and stability, compromises on parameters are often necessary.

vivo's aggressiveness in imaging technology on the X200 Pro has reasons. vivo seems compelled to adopt a more aggressive product strategy to push for high-end branding.

Internally, pursuing high-end branding is a 'mandatory order' from leadership and a core KPI for the technical and product departments. Therefore, focusing on imaging is justified to achieve high-end branding goals.

Externally, vivo holds a 19% market share in the smartphone market but has relatively low market penetration in the high-end segment. Domestically, besides Huawei, the gap between vivo and other brands is not significant.

Thus, vivo faces significant pressure to achieve high-end branding.

Especially after the launch of the X200 series, new products like Xiaomi 15, OPPO Find X8, and Honor Magic7 have been released, with Xiaomi 13 and 14 series receiving praise. The X200 Pro's 'glare issue' comes at an inopportune time, coinciding with the Double 11 sales event and involving a core feature of the flagship phone, making its future impact hard to assess.

'Too much of a good thing' in high-end branding: how can vivo rectify the situation?

Theoretically, issues with a core product's selling points can impact sales. However, since the situation has occurred, it is less meaningful to be wise after the event.

For vivo, rather than dwelling on the impact of the 'glare issue' on new products, it would be better to change strategies, actively respond, and regain market trust.

As the saying goes, 'It's never too late to mend.'

From a product perspective, the X200 series is successful. Although priced comparably to iPhones and not cheap, the vivo X200 series holds its own in terms of memory specifications and imaging capabilities, even rivaling Apple.

Moreover, vivo is increasingly 'Apple-like' in design, system fluidity, and UI interface. Many domestic brands adopt the strategy of being a 'domestic alternative' to Apple at similar prices, with vivo being one of the more successful examples.

However, after the 'glare issue' with the X200 Pro, maintaining a 'lofty' price becomes challenging.

A question facing vivo is whether to reduce prices during upcoming sales events like the New Year festival and Spring Festival, even if it does not drop prices during Double 11.

For vivo, it is better to take the initiative rather than wait for consumers to 'vote with their wallets' for competitors.

For example, can vivo adjust pricing strategies across all channels to boost sales? Alternatively, if an official price drop is not feasible, can limited discounts be offered during Double 11?

In fact, how vivo handles the 'glare issue' will significantly impact its upcoming high-end branding strategy.

Externally, vivo has limited opportunities for high-end branding.

On one hand, Xiaomi's high-end exploration has yielded results, with successes in the automotive sector and Lei Jun 's personal reputation accelerating its high-end branding.

On the other hand, after learning from its 'tuition fees' on the high-end path, vivo needs to reassure its team on its high-end branding journey.

On August 1, Li Jingwen, former Vice President of vivo China Sales and Marketing, resigned for personal reasons. According to Tianyancha APP, Cheng Gang took over as President of vivo China in November last year, concurrently serving as President of iQOO Global Markets, marking frequent senior management changes at vivo.

After internal changes, vivo needs a 'victory' to boost team morale and its high-end branding strategy.

On the path to high-end branding, vivo lacks proven successful high-end experiences.

Whether entering the small-screen phone market or becoming increasingly 'Apple-like' each year, vivo is exploring successful high-end strategies.

However, innovation in the mobile industry is challenging. At the system level, everyone tinkers with the Android ecosystem, with little essential difference. At the chip level, the lack of in-house SOC development hinders the true establishment of a high-end brand.

Is there a third path to high-end branding beyond chips and systems?

This question still seems to have no clear answer.

Besides exploring imaging, vivo has also made attempts in AI, such as incorporating AI features in the new X200 series, including AI document scanning, AI search, and AI background replacement for ID photos.

Will AI become the third path to high-end branding for smartphones? Will vivo pioneer this path? It is worth anticipating.