- Lawrence Ng
Xiaomi's Premium Phones Will Lose the 'Mi' Product Branding
Updated: Aug 26, 2021
Recently, Xiaomi announced that it will drop its "Mi" product branding for its flagship phones such as the Mi 11. The company’s gadgets will soon fall under either of the two product series: Xiaomi or Redmi.
"With the introduction of the new brand identity, two distinct product series will sit beneath the parent brand. Xiaomi products represent the pinnacle of technology and offer a premium experience. Redmi products bring big innovation at a more accessible price point and are aimed at younger audience(s). This differentiation is also reflected in our updated logos, with both the Xiaomi and Redmi logotypes under the parent brand logo," said a Xiaomi spokesperson.
The rebrand will take effect beginning Q3 2021 and it will improve the company's brand presence around the world.
"This change will unify our global brand presence and close the perception gap between the brand and its products. This change may take some time to take effect in all regions," the spokesperson stated.
The change in branding will also be applied to Xiaomi's ecosystem and Internet of Things (IoT) products in the future. But for now, the Mi brand logo will still be displayed in Xiaomi's Mi Home stores.
With Xiaomi's announcement of the MIX 4, the smartphone is the first product to follow the new naming convention, with its predecessors carrying the Mi name.
The MIX 4 features a new Camera Under Panel technology that provides a 400ppi viewing in the camera area, mirroring the colour detail, pixel density and brightness of the surrounding screen. The smartphone also has a 108MP main camera, a 6.67-inch AMOLED 3D curved display with 10-bit TrueColor and the Qualcomm Snapdragon 888+ processor.
Aside from the MIX 4, Xiaomi also unveiled the Redmi 10 recently. The Redmi 10 comes with the series' first 50MP high-resolution camera, the new MediaTek Helio G88 processor and a 6.5-inch display with FHD+ resolution.
Written by Sophia Lopez