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POCO, a brand known for pushing boundaries among young tech enthusiasts, has officially entered the premium smartphone market with the launch of the POCO F8 Ultra and POCO F8 Pro at a global launching event in Bali. This milestone marks the brand’s boldest move yet, establishing POCO firmly within the flagship segment while maintaining its philosophy of delivering high-performance technology at accessible value.
Central to this launch is POCO’s partnership with Bose, bringing Sound by Bose technology to the F8 Series. This collaboration introduces a premium audio experience for mobile users, combining Bose’s expertise in acoustic engineering with POCO’s innovative approach to hardware and design. As Kang Lou, Senior Product Marketing Manager at POCO Global, explains, the F8 Series was built “to meet the expectations of a more demanding and diverse audience,” with the F8 Ultra setting “a new benchmark for true flagships,” while the F8 Pro continues the brand’s tradition of delivering all-round flagship experiences to a wider audience.
The POCO F8 Ultra starts at RM2,799 during the early bird period (normal price RM3,199) for the 12GB+256GB model, while the 16GB+512GB variant is RM3,199 (normal price RM3,599). The POCO F8 Pro is priced from RM2,199 for the 12GB+256GB model (normal price RM2,499), with the 12GB+512GB variant going for RM2,299 (normal price RM2,699). Early bird purchasers will also get their hand on a REDMI Pad SE 8.7 free of charge .
POCO F8 Ultra — Redefining the Flagship Experience
Leading the lineup, the POCO F8 Ultra demonstrates what a next-generation flagship should be. Its dual-chipset architecture, combining the Snapdragon 8 Elite Gen 5 with the upgraded VisionBoost D8 chipset, unlocks maximum performance potential. Gaming and intensive tasks are optimized with features like AI Super Resolution for titles such as Call of Duty: Mobile and Honkai: Star Rail, alongside Smart Frame Rate up to 120 FPS and Game HDR, ensuring stable and smooth gameplay even during extended sessions.
The device also introduces POCO’s advanced 3D dual-channel IceLoop cooling system, efficiently dispersing heat from both the SoC and camera module. In real-world testing, RPG games sustained 4.5 hours at 120 FPS with AI Super Resolution enabled, demonstrating the phone’s combination of power and reliability.
Audio has been given equal emphasis in the F8 Ultra. Working with Bose, POCO developed a triple-speaker system featuring a 2.1-channel architecture that delivers rich bass, clear vocals, and immersive sound. Users can select from “Dynamic” or “Balanced” sound profiles, enhancing the listening experience across music, movies, and games. Nick Smith, President of Bose’s Audio Technology Business, highlighted that the collaboration “achieves a level of clarity and depth that redefines what’s possible in mobile sound,” while Kang Lou noted that for many young users, a smartphone functions as both a gaming console and main speaker, making high-quality audio essential.
The 6.9-inch HyperRGB display further elevates the experience with 2K-like clarity and lower power consumption. Using M10 luminescent material and supporting ultra-low 1-nit brightness, the screen provides crisp, comfortable visuals for extended use, whether reading, streaming, or gaming.
Photography receives a flagship-level upgrade with a 50MP Light Fusion 950 sensor and OIS, featuring a large 1/1.31” sensor, 5x periscope telephoto lens, and advanced software enhancements like Super Moon Mode and dynamic 1440P ultra-clear shots. These innovations ensure detailed, high-quality images in diverse lighting conditions, from sunsets to night portraits.
Battery life also impresses, with a 6500mAh battery paired with 100W HyperCharge and 50W wireless charging, delivering all-day power and rapid charging capabilities. POCO’s Smart Charging system manages temperature and power distribution for longevity and stability.
POCO F8 Pro: Accessible Flagship Power
The POCO F8 Pro shares much of the F8 Ultra’s DNA, featuring the HyperRGB display, Sound by Bose technology, and Xiaomi HyperOS 3. Its Snapdragon® 8 Elite Mobile Platform delivers smooth performance for both everyday tasks and gaming, while the 6210mAh battery and 100W HyperCharge system ensure reliable endurance. POCO has also introduced a triple-layer IceLoop cooling system, maintaining stable performance in a compact 199g body.
The imaging system, while slightly streamlined compared to the Ultra, still offers versatile capabilities. A 50MP main camera with OIS and a dedicated 50MP telephoto lens with 2.5x optical zoom and 5x lossless zoom enable detailed portraits and sharp action shots. POCO’s software enhancements, including positive and negative film filters, allow users to capture expressive moments with creative flair.
POCO Pad X1 and M1 — Expanding the Ecosystem
Alongside the F8 Series, POCO also unveiled the POCO Pad X1 and POCO Pad M1, two tablets aimed at enhancing productivity and entertainment. The Pad X1 features an 11.2-inch 3.2K display with up to 144Hz refresh rate, Snapdragon 7+ Gen 3 chipset, and Dolby Atmos quad speakers, while the Pad M1 offers a 12.1-inch 2.5K display, Snapdragon 7s Gen 4 processor, and a large 12,000mAh battery for extended use. While secondary to the F8 phones, these tablets expand POCO’s AIoT ecosystem, delivering seamless cross-device experiences for younger users and productivity-minded consumers alike.
The Premium Step Forward
Since 2018, POCO has grown into a global player, now present in 98 markets with over 93 million units shipped. With the F8 Series, the brand cements its place in the premium segment without abandoning the philosophy of “Everything You Need, Nothing You Don’t.” By combining flagship performance, pro-level audio and photography, and refined design, POCO continues to make high-end technology experiences accessible to its global audience.
The POCO F8 Series is available now in Malaysia on mi.com and official POCO stores on Shopee and Lazada, with early bird promotions available until December 18, 2025.
