Xiaomi is set to launch its Xiaomi 17 series this month, taking a bold step to compete directly with Apple in the premium smartphone segment. The move comes with updated branding and a jump from the Xiaomi 15 generation directly to the 17 series, aligning its naming with Apple’s iPhone models. The new lineup will include the Xiaomi 17 Pro and 17 Pro Max, aiming to appeal to high-end users looking for performance, design, and cutting-edge technology.
Aiming at the Premium Segment
Xiaomi’s CEO Lei Jun emphasized the company’s goal to be measured against Apple’s smartphones, which have long dominated the high-end market. Apple currently controls over 60% of the global premium smartphone segment, defined as devices priced above $600. Xiaomi’s share remains small globally, but the company has shown impressive growth in premium sales, increasing by 55% in the first half of 2025. This growth signals Xiaomi’s readiness to challenge Apple, especially in China, where the iPhone Air launch has been delayed.
Strategic Timing and Branding
By moving up its usual launch timeline, Xiaomi hopes to capture consumer attention before the iPhone 17’s global sale. The refreshed design, upgraded features, and premium positioning of the 17 series are intended to attract tech-savvy users seeking flagship devices at a competitive price.
Market Outlook
Xiaomi’s five-year premiumization strategy, combined with recent successes in electric vehicles and consumer electronics, positions the company to compete more aggressively in the global premium market. Analysts suggest that the Xiaomi 17 series could influence buyer decisions, particularly in regions where Apple’s new releases are delayed or supply-constrained.
Overall, Xiaomi is signaling its intent to compete at the very top of the smartphone market. The launch of the Xiaomi 17 Pro and Pro Max marks a significant step in the company’s ambition to challenge Apple and strengthen its presence in the high-end segment.
Description: Xiaomi accelerates its flagship launch with the 17 series to compete with Apple’s iPhone 17, bringing premium features, updated branding, and Pro variants aimed at high-end users.
