Xiaomi CEO Lei Jun said on Monday the company will skip the “Xiaomi 16” naming and release its next-generation flagship as the Xiaomi 17 series, declaring it will “take on the iPhone head-on.” The move marks Xiaomi’s strategic push into the high-end market, as it aims to challenge Apple directly instead of following its lead.
The Xiaomi 17 smartphone series will debut with the Snapdragon 8 Elite Gen 5 chipset and is expected to launch before the end of this month.
Why it matters: Apple just unveiled the iPhone 17, while Xiaomi’s last flagship was the Xiaomi 15 series released in 2024. By skipping the “Xiaomi 16” name and jumping straight to the 17 series, Xiaomi will avoid the perception of being a generation behind. The CEO’s social media remarks position the brand as a direct rival to Apple, while the unconventional naming strategy generates buzz.
Details: The Xiaomi 17 series consists of three models: Xiaomi 17, Xiaomi 17 Pro, and Xiaomi 17 Pro Max, with naming that mirrors Apple’s iPhone 17 lineup.
- Xiaomi President Lu Weibing explained that the move aimed to challenge Apple head-on through generational upgrades in product capability. While some netizens questioned whether it smacks of “piggyback marketing,” Lu said: “Over the past five years, we have invested more than RMB 100 billion ($14 billion) in R&D, and this will double to RMB 200 billion ($28 billion) in the next five years. We are confident in competing directly with the iPhone on the same generation and tier.”
- The Xiaomi 17 series will debut with Qualcomm’s Snapdragon 8 Gen 5 Ultra chipset. The standard Xiaomi 17 comes with a 7,000mAh silicon–carbon anode battery, 100W wired fast charging, and IP69 protection, according to sources. Its imaging system features a Leica triple-camera setup with a large OV50Q (OmniVision 50MP Q-series) sensor.
Context: Xiaomi initially positioned its smartphones as low-priced and high-performance to attract young and value-conscious consumers. Known for its “extreme cost-performance” strategy, the brand quickly gained attention and a loyal user base. In recent years, however, Xiaomi has shifted toward the high-end market.
- In 2020, the company launched the Xiaomi 10 series and raised the starting price of its flagship phones above RMB 4,000 ($560), targeting the same segment as iPhones.
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