Xiaomi is phasing out its “Mi” product branding, a spokesperson tells The Verge. Merchandise together with flagship smartphones like this year’s Mi 11 will as an alternative merely carry the Xiaomi title. The information was first reported by XDA Developers.
“Beginning in 2021 Q3, Xiaomi’s product collection ‘Mi’ can be renamed to ‘Xiaomi,’” says the spokesperson. “This transformation will unify our international model presence and shut the notion hole between the model and its merchandise. This transformation could take a while to take impact in all areas.”
Xiaomi says that it’ll nonetheless preserve the Redmi model round, which means that the higher-end Xiaomi merchandise will kind a definite line alongside Redmi merchandise. Xiaomi merchandise “signify the head of know-how and provide a premium expertise,” in accordance with the corporate, whereas Redmi merchandise “deliver large innovation at a extra accessible value level and are aimed toward a youthful viewers.”
This naming conference “may also be utilized to our ecosystem and IoT merchandise over time,” says the spokesperson, although the Mi model emblem will proceed for use in Xiaomi’s Mi House shops for now.
This month’s announcement of the most recent telephone within the Mi Combine collection served as a harbinger of the shift, since Xiaomi referred to it because the Xiaomi Mix 4. The earlier telephones had been referred to as the Mi Combine, the Mi Combine 2, and the Mi Combine 3.
The Mi model was largely utilized in Western markets, presumably for readability and pronunciation causes — telephones just like the Mi 11 are already referred to as the Xiaomi 11 in China, for instance. However Xiaomi evidently believes its firm title is now recognizable sufficient and higher represents its merchandise.