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Xiaomi to ditch 'Mi' branding for future launches | UPD: official statement

24 August 2021 0

UPDATE (August 24th, 2021):

Xiaomi has now issued an official statement on the move:

"Starting in 2021 Q3, Xiaomi’s product series “Mi” will be renamed to “Xiaomi”. 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. 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 a younger audience. This differentiation is also reflected in our updated logos, with both the Xiaomi and Redmi logotypes under the parent brand logo. The product series naming convention — Xiaomi and Redmi — will also be applied to our ecosystem and IoT products over time."

Original (August 24th, 2021)

Xiaomi is reportedly ready to ditch its "Mi" branding for products that it has been using for over a decade. Mi has become a name that needs no introduction among the company fans and enthusiasts, even those who follow the consumer tech space closely in general. It is the name that the company has been using on its website, marketing materials, custom Android skin, and in the naming scheme of all premium high-end smartphones.

In smartphones, Xiaomi started using "Mi" with the debut of the Mi 1 in 2011. It has launched numerous smartphones under the branding since then. It even announced an experimental lineup called Mi MIX where it debuted phones with a non-traditional approach and cutting-edge technologies. Most recently, it launched the MIX 4 as the latest offering in the series and which was the first phone to arrive without the "Mi" branding.

A fresh report from XDA claims that MIX 4 is only the beginning of plans for the Chinese tech giant. Xiaomi is set to drop "Mi" branding for all future product releases. The move was confirmed by a company representative to the publication. It means the next-gen flagship will likely be called just the Xiaomi 12 instead of the Xiaomi Mi 12.

It is currently clear what products and services will be affected by the change. Smartphones are the only ones that are confirmed to see the change for the time being. We will share more details as Xiaomi will divulge more information surrounding its branding plans.



Xiaomi to ditch 'Mi' branding for future launches | UPD: official statement
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