Earlier today, Xiaomi revealed that it will be launching the Xiaomi 12S series next week. The company’s new premium smartphones will go official on July 4. With the advent of official teasers on Weibo, netizens started asking questions concerning the upcoming phones. One of the most asked questions is regarding the marketing names of the handsets. Thankfully, Lei Jun, CEO of Xiaomi, has clarified the doubt.

One of the initial teasers for the Xiaomi 12S series showcases three smartphones. These devices are said to go official as Xiaomi 12S, Xiaomi 12S Pro, and Xiaomi 12S Ultra.

It is worth noting that the company is yet to reveal the names officially. But some of the executives have confirmed the branding in replies to users on Weibo.

Xiaomi had already debuted Xiaomi 12 and Xiaomi 12 Pro at the end of 2021. Hence, the names Xiaomi 12S and Xiaomi 12S Pro make sense for the new phones. But what about the Xiaomi 12S Ultra as Xiaomi 12 Ultra doesn’t exist?

Lei Jun explains that the Xiaomi 12 Ultra powered by Qualcomm Snapdragon 8 Gen 1 chip was originally planned to release in March or April. However, the company shelved this plan as it later decided to use the latest Qualcomm Snapdragon 8 Plus Gen 1 SoC. Therefore, the firm decided to name the handset Xiaomi 12S Ultra instead of Xiaomi 12 Ultra. 

This suggests that the Xiaomi 12S and the Xiaomi 12S Pro are nothing but by-products of the Xiaomi 12S Ultra. These phones are expected to be the same as the older Xiaomi 12 and Xiaomi 12 Pro with a new chip.

The original Xiaomi 12 series is six months old now and competitors have come with multiple devices in the same price segment. Hence, it makes sense for the company to release new SKUs to stay updated in the market.

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The post Xiaomi 12S Ultra: Lei Jun explains the story behind the name appeared first on Gizmochina.