Xiaomi’s flagship smartphones don’t have the same popularity as its budget and mid-range phones. The company has a reputation for making affordable phones, and it’s having trouble breaking into the high-end market. However, Xiaomi is committed to continuing to develop flagship devices. The company’s CEO says that this is the only way to compete with other major smartphone manufacturers.

Lei Jun, CEO of Xiaomi, said in his annual speech today that high-end smartphones are important for the company’s success. He stated, “It’s a do-or-die situation for Xiaomi,” highlighting that in the face of competitors like Huawei, Xiaomi can only secure technological advancements and future growth by focusing on high-end offerings. Lei Jun believes pursuing the high-end market is the sole viable path forward.

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The executive isn’t wrong since the high-end market is where the most profit is made, and it is also where the most cutting-edge technology is developed. Xiaomi has been making a big push to capture this tier lately. For example, the recent Xiaomi 13 Ultra (review) has everything you need in a smartphone. It’s practically like a point-and-shoot camera with its impressive Leica-tuned sensors.

Xiaomi Mix Fold 3 is the latest example of Xiaomi’s dedication to flagship phones. It debuts as the thinnest foldable smartphone yet, leaving the Honor Magic V2 behind. The device brings a new hinge that is claimed to be more robust than before and a quad-camera setup.

It’s clear that the technology and quality of Xiaomi’s phones are not the reason why it’s lagging behind in the high-end market. It’s safe to say that it’s the brand’s reputation as an affordable smartphone maker that’s keeping consumers from buying its flagships. It might also have something to do with the company’s confusing portfolio in important markets like India.


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