Chinese company hopes to compete with Big Tech; has 15% share in the global market
The Xiaomi Corp. launched its latest line of smartphones Top of the line, Xiaomi 17, in a direct challenge to Apple Inc., adopting a nomenclature strategy and a design that closely mirror the latest in the US company.
At an event held on Thursday (25.Set.2025), Chinese electronics manufacturer presented Xiaomi 17, 17 Pro and 17 Pro Max, jumping 16 in her series to align with the iPhone 17 line, recently released by Apple. The new models have rear camera arrangement, screen dimensions and rear panel aesthetics that resemble Apple’s latest devices.
Xiaomi also presented a magnetic energy bank compatible with all iPhone 17 models. “We do what the iPhone doesn’t do”Said the founder and CEO Lei Jun at the event.
The movement reinforces Xiaomi’s aggressive strategy to abandon the low cost brand image and compete directly with Apple in the market smartphones premium. The company faces slow growth in its main mobile business because of the weak global demand and seeks to reposition itself as innovative “state -of -the -art technology”.
In the 2nd quarter, Xiaomi smartphone exports grew only 0.6% over the previous year, reaching 42.4 million units, while the average sales price fell 2.7% to 1,073.2 yuans (about R $ 794). Smartphone revenue fell 2.1%to 45.5 billion yuans (about $ 33 billion), according to the company’s latest results report. The Canalys Market Research Company reported that Xiaomi detained 15% of the global market share smartphones In the quarter, behind Samsung (20%) and Apple (16%).
Law Jun used the event to emphasize Xiaomi’s technological credibility, highlighting investments in intelligent manufacturing, new materials and semiconductors. He recalled the promise made in 2020 to invest 100 billion yuans (about $ 74 billion) in research and development in 5 years. The CEO stated that the new cell phone represents a “great update”That surpasses iPhone 17 in many ways and asked the public to“know again” a Xiaomi.
Despite these technological ambitions, the new Xiaomi 17 series is equipped with Qualcomm Inc.’s latest Snapdragon chip, not the Xiaomi -own chip (SOC) system. In May, the company had announced its internally developed 3 nanometers, the Xuanjie O1, which Lei Jun compared directly to Apple’s A18 Pro.
While the business of smartphones Facing difficulties, other areas of Xiaomi are on the rise. The appliance division recorded 66.2% increase in revenue compared to the 2nd quarter of the previous year. Already the division of electric vehicles had its gross margin raised to 26.4%, and the losses in the segment fell to 300 million yuans (about R $ 222 million), compared to 500 million (about R $ 370 million) in the previous quarter.
This report was originally in English by the global cash on 26.Set.2025. Was translated and republished by Poder360 under mutual content sharing agreement.
