Xiaomi is set to release its new flagship smartphone this month, while simultaneously revamping its brand to better compete with Apple in the premium smartphone market, Bloomberg reports.
Instead of the usual launch cycle, the company is skipping the Xiaomi 16 generation and moving straight to the Xiaomi 17 series, including the Xiaomi 17 Pro and Xiaomi 17 Pro Max, echoing the iPhone models. Co-founder and CEO Lei Jun noted that Xiaomi is aiming to compete with Apple smartphones, which have long been considered the standard in the premium segment.
Xiaomi President Lu Weibing said the company began a "premiumization" strategy five years ago, focusing on the iPhone: "Apple is still outstanding, but we are confident in our ability to compete."
Analysts note that Xiaomi is strengthening its position in the premium segment and in the electric vehicle market, which gives the company confidence in competing with the American leader. By the way, in the first half of 2025, 10% of Xiaomi smartphones in China cost more than $600, while in 2019 this was almost non-existent.