Nubia launches NaviX Ultra with Doubao AI assistant, challenging Apple’s agent niche in China
On September 16, 2026, ZTE’s Nubia launched the NaviX Ultra smartphone, featuring ByteDance’s Doubao AI assistant with a dedicated AI key and cross-app task execution. Priced at 5,499 yuan after subsidies, initial sales exceeded 100 million yuan. The device adopts a new Screen Automation Operation Protocol (SAEP) for compliance, but faces limited app compatibility and weak brand recognition. ByteDance’s Doubao app had 382 million monthly active users as of June 2026.
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ZTE's New 'Doubao Phone' NaviX Ultra Launches with Tighter AI Compliance, Lower Hype
ZTE's sub-brand Nubia has launched the NaviX Ultra, marketed as the 'world's first AI agent phone' and the successor to the viral 'Doubao phone' Nubia M153. Priced at 5,999 yuan (5,499 yuan after subsidies), the device features a dedicated AI button and deep integration with ByteDance's Doubao assistant, enabling automated tasks within ByteDance apps like Douyin and Feishu. However, unlike its predecessor which saw massive scalping and secondary market premiums, the NaviX Ultra is readily available at or below retail price on major platforms, indicating weaker market demand. The article attributes this to the phone's more conservative and compliant approach to app permissions, using protocols like MCP and SAEP that limit AI operations to apps that explicitly open interfaces. This has led to compatibility issues with popular apps like WeChat and Alipay, mirroring problems from the first generation. The analysis notes that Nubia's market share has long been below 1%, and the Doubao partnership is seen as a strategic lifeline. ZTE is restructuring its phone business to focus on Nubia for AI and gaming, while expanding consumer revenue through home terminals and cloud PCs.
Nubia NaviX Ultra Launches with Doubao AI Assistant, Starting at 5,499 Yuan
On September 16, 2026, Nubia officially launched the NaviX Ultra smartphone, equipped with the consumer version of Doubao Mobile Assistant. The device starts at 5,499 yuan. According to the report from 新智元, this launch marks the transition of AI agent smartphones from engineering prototypes to large-scale mass production and commercial deployment. The Nubia NaviX Ultra is the first device to feature this AI assistant, signaling a new phase in the integration of AI agents into consumer mobile devices.
Read sourceSecond-Generation Doubao Smartphone Goes on Sale, Testing Market for Agentic Phones
On September 16, ZTE and ByteDance launched the second-generation 'Doubao phone,' the Nubia NaviX Ultra, priced from 5,499 yuan after subsidies, with pre-orders exceeding 370,000 units on JD.com. The device features a dedicated AI button, Seed full-duplex voice model, and a Screen Automation Operation Protocol (SAEP) to address ecosystem conflicts that plagued the first-generation engineering model. The first-gen model, limited to 30,000 units, faced app blockades from WeChat, Taobao, and banking apps due to its screen-reading approach. The new version prioritizes rule-based compliance, including a 30-day public notice period for third-party apps. The article compares four competing AI phone strategies: ZTE/ByteDance's agentic approach, Honor's 'embodied' Robot Phone, StepFun's native OS, and Huawei's self-contained HarmonyOS ecosystem. It notes that the industry lacks consensus on AI phone standards, with China's MIIT L3 classification being the current benchmark. The author concludes that market success depends on whether AI agents become daily necessities and whether they can integrate with major apps like WeChat and Alipay.
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Nubia's Second-Gen Doubao Phone: Can AI Agent Justify 5,999 Yuan Price Tag?
The article analyzes the launch of Nubia's second-generation 'Doubao' phone (NaviX Ultra), priced at 5,999 yuan, which features a system-level AI agent capable of cross-app autonomous task execution. While initial sales exceeded 36,000 reservations and 100 million yuan in revenue, the analysis questions long-term viability. Key challenges include: the product's niche appeal limited to tech enthusiasts, Nubia's weak brand recognition in the high-end segment, a pure online sales model lacking physical retail channels, and increasing competition from major brands like Huawei, Xiaomi, and OPPO integrating similar AI capabilities. The article notes that ByteDance's 382 million Doubao app users may not convert to phone buyers. It also highlights compliance improvements via a new Screen Automation Operation Protocol (SAEP) that gives third-party apps control over AI interactions. The author concludes that while the phone proves system-level AI agents are commercially viable, Nubia must overcome significant barriers in brand, distribution, and ecosystem to achieve sustained sales beyond the initial hype.
Nubia NaviX Ultra with Doubao AI Assistant Launches, Challenging iPhone's Agent Niche
On September 16, Nubia launched the NaviX Ultra, marketed as the 'Doubao Phone 2nd Gen,' featuring a built-in Doubao AI assistant accessible via a side AI key with fingerprint recognition or voice command. The device aims to reduce user steps by acting as an AI agent that can understand context, execute multi-step tasks, and operate third-party apps. Nubia president Ni Fei demonstrated a use case for visually impaired users. The phone starts at 5,499 yuan after subsidies, and Nubia reported first-second sales exceeding 100 million yuan. The article notes that while Apple's new Siri AI has launched, it is not available in China, giving Doubao a local advantage. ByteDance, which owns Doubao, is expanding its AI hardware ecosystem including headphones and in-car AI. The Doubao app had 382 million monthly active users as of June 2026. The article also discusses competitive dynamics with Tencent and Alibaba in the AI agent space, and notes that advanced features require a subscription to Doubao Pro starting at 68 yuan per month.
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