Beijing, 15 September 2025 — Xiaomi Corp. is making a bold leap in its smartphone roadmap, skipping its usual #16 series and rolling out the new Xiaomi 17 Pro and 17 Pro Max flagships this month. The move is aimed squarely at Apple, in what Xiaomi’s leadership describes as a direct challenge to the iPhone 17.
Founder and CEO Lei Jun told reporters that the rebranding is not cosmetic: it’s about setting benchmarks against Apple’s iPhones. The launch of Xiomi’s 17 series is timed close to Apple’s global release of the iPhone 17, slated for 19 September, with Xiaomi clearly laying claim to the premium-smartphone battleground.
While Apple currently commands about 62% of the global smartphone market for devices priced above USD 600, Xiaomi is hoping its premium segment gains—up 55% in the first half of 2025—will give it traction. The company’s growing strength in China is also being bolstered by delays in Apple’s “iPhone Air,” which Xiaomi sees as an opportunity.
Speaking alongside Lei Jun, Xiaomi President Lu Weibing emphasised that Xiaomi’s strategy is shifting: from offering “value for money” to delivering high-margin flagship products. The company is pushing into new frontiers—not just in phones but in electric vehicles—asserting that it can compete with Apple on design, features, and premium branding.
Investors seem to be taking notice. Xiaomi’s shares on the Hong Kong stock market have nearly tripled in value over the past year, reflecting renewed enthusiasm around its push into the upper tiers of the smartphone market. Lu saw this as validation that Xiaomi is successfully reshaping its identity—from budget champion to premium contender.
Still, challenges remain. Competing with Apple in the premium domain means higher expectations for build quality, sustained software updates, camera innovation, and a robust ecosystem of services. Xiaomi will need to ensure that its faster rollout does not compromise quality or user trust.
But Xiaomi appears ready for the long game. By accelerating its launch cadence, upgrading hardware, and doubling down on brand perception, the company is making it clear: it wants to be not just an option for cost-conscious buyers, but a go-to for premium buyers who might otherwise pick an iPhone.
