Xiaomi is resolute in maintaining its lead over Apple in the world’s largest smartphone market, as the Chinese gadget maker goes head to head with the US technology giant with its freshly unveiled flagship handset series, the Xiaomi 17.
Speaking after Thursday night’s product launch in Beijing, founder and CEO Lei Jun said “it’s time for everyone to get reacquainted with Xiaomi phones”, adding that the Xiaomi 17 series “has surpassed the iPhone 17 series in many areas”, according to a report from Chinese media outlet PCHome.
“The Xiaomi 17 Pro series represents the company’s boldest attempt yet to position its flagship directly against Apple,” said Chiew Le Xuan, mobility research analyst at Canalys.
“Beyond raw performance and pricing, Xiaomi is deploying a series of symbolic and strategic marketing moves … clear signals that Xiaomi wants to be seen not just as an alternative, but as a peer rival to Apple in the premium segment.”
Xiaomi and its Chinese rivals have been strengthening their foothold in the 4,000 to 6,000 yuan (US$561 to US$841) segment while making inroads into the premium tier, according to Ivan Lam, senior analyst at consultancy Counterpoint Research.
