Xiaomi is set to release its Xiaomi 17 series this month, aiming to compete directly with Apple in the premium smartphone market. The company is also updating its branding as part of this move.
Jump in Product Naming
The Beijing-based company is skipping the Xiaomi 16 generation and moving straight from the Xiaomi 15 series to the new Xiaomi 17 series, which will include Xiaomi 17 Pro and 17 Pro Max models. This aligns Xiaomi’s naming convention with Apple’s iPhone series.
CEO’s Vision
Founder and CEO Lei Jun stated that Xiaomi wants its smartphones to be measured against Apple devices, long considered the benchmark for high-end smartphones.
Market Context
Apple’s iPhone 17 launches globally this Friday, with refreshed Pro editions. Apple currently controls 62% of the global premium segment (devices priced at $600 and above), according to Counterpoint Research. Xiaomi has a smaller share of this segment but achieved 55% growth in premium sales during the first half of 2025.
Domestic Advantage
Xiaomi is likely to compete more effectively in China, where Apple’s iPhone Air has faced delays. The accelerated launch is part of Xiaomi’s five-year premiumization strategy and is supported by recent successes in areas like electric vehicles, according to the company.