Xiaomi's Bold Move Against Apple

In a strategic shift aimed at directly competing with the giants of the premium smartphone market, Xiaomi Corp is set to launch its eagerly anticipated flagship smartphone this September, leapfrogging from the Xiaomi 15 to a brand-new 17 series.

Aiming for Premium Market Share

This new series, which includes the Xiaomi 17 Pro and 17 Pro Max, aligns its branding closely with Apple’s popular iPhone nomenclature, signaling a clear intent to capture the attention of tech enthusiasts everywhere. Xiaomi's co-founder and CEO, Lei Jun, emphasized their goal is to be judged alongside Apple, a company that has long held the gold standard in the high-end market.

Market Response and Competitive Landscape

Following the announcement on September 15, Xiaomi's stock surged by 1.9% in Hong Kong, boosted by a larger rally among Chinese electric automakers. Meanwhile, Apple is preparing for its own release, with the iPhone 17 hitting the global market on September 19, showcasing an updated design that is already generating buzz.

The Premium Market Dynamics

Currently, Apple commands a staggering 62% of global sales in the premium segment—phones priced above $600—according to Counterpoint Research. Although Xiaomi holds only a small piece of this lucrative pie, the company enjoyed a remarkable 55% growth in premium device sales in the first half of 2025. This growth puts Xiaomi in a favorable position domestically in China, particularly since Apple’s iPhone Air release has faced delays.

Confidence in Competing with Apple

Xiaomi’s president, Lu Weibing, articulated the company's ambitious aim, stating on Weibo that they began their premium strategy five years ago, intent on learning from the best—Apple. Despite recognizing Apple’s excellence, he expressed a strong confidence in Xiaomi's ability to meet the challenges posed by the iPhone.

Early Signs of Strength

Early reports from Jefferies indicate that pre-orders for the iPhone 17 are strong in China, aided by government subsidies making the entry-level model more appealing than last year’s offering. Their pricing strategy suggests Apple is committed to preserving its market dominance in China.

Xiaomi's Expanding Influence

Historically celebrated for offering excellent value in products ranging from smartphones to everyday gadgets, Xiaomi has also made significant strides in the electric vehicle market, leading to substantial growth in their stock prices. This newfound vigor seems to empower Xiaomi as it positions itself as a serious contender against Apple in the smartphone arena.

A Bold Statement in the Smartphone Arena

By skipping directly to the 17 series, Xiaomi is signaling confidence in its technology and its commitment to quality that rivals Apple. Recent data shows that 10% of its smartphone shipments in China were priced over $600 in the first half of this year, a sharp increase from nearly zero in 2019. This further underscores Xiaomi’s transformation into a formidable player in the premium smartphone market.