Xiaomi ‘Mi’ brand ends, just Xiaomi now


Xiaomi logo.

TL; DR

  • Xiaomi has confirmed that it is terminating the Xiaomi “Mi” brand.
  • Instead, it will just use “Xiaomi” for its naming scheme. This means that we should see a “Xiaomi 12” instead of “Xiaomi Mi 12”.
  • The company has already phased out many of its products in China, which is likely due to the brand’s synergy.

Just a few weeks ago Xiaomi launched a new Mix smartphone: the Xiaomi mix 4. This was interesting news because the usual ‘Mi’ mark was not appearing. Now, according to a statement released at XDA-Developers, that will be the future in the future.

Assuming Xiaomi sticks to this new long-term structure, that means we won’t see the expected launch of the Xiaomi Mi 12 later this year (or early 2022). Instead, we’ll see a Xiaomi 12 (with several riffs on this name for different related products).

See also: Here’s how much you trust Xiaomi to stay ahead of Samsung

This represents a huge change, as the company has been using Mi since its very first smartphone, the Mi 1. The brand also applies to products other than smartphones, including tablets, wearable devices, laptops, etc.

To be clear, Xiaomi is not changing any existing products. The Wed 11 the smartphone, for example, will remain the Mi 11. This change only applies to future products.

According to XDA, Xiaomi already has several products in its native China that do not have the Mi brand. It is likely that this change to its global products will bring some brand synergy across the world.

Lei Jun, the co-founder of Xiaomi, once said that “Mi” means two things: “mobile internet” and “Mission Impossible”. The first refers to the product orientation of the company while the second refers to the ambitions of the company.

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