Xiaomi to discontinue product name Mi

Xiaomi has stopped using the Mi brand name, under which it has been sharing its smartphones since 2011. With the introduction of the MIX 4 earlier this month, the Mi name was already omitted. The Chinese manufacturer says that this will happen with all new devices.

Future smartphones will be released under the Xiaomi name, without the Mi Companion, a company spokesperson told XDA Developers. Xiaomi had already started this in China, but the MIX 4 is the first device where the company no longer talks about a Mi device in its English communication.

Xiaomi released its first Mi 1 smartphone in 2011. The Mi 11 was announced at the end of last year. The successor will probably go through life as ‘Xiaomi 12’. The Mi line existed in addition to Xiaomi’s Redmi and POCO brand names, under which the company also includes smartphones. Initially, Xiaomi sold its smartphones only in China, but over the years the manufacturer has expanded its sales market and the devices are now for sale worldwide.

According to analysts, Xiaomi has been the market leader in the global smartphone market for the first time since this year. The company has thus overtaken Samsung. According to Counterpoint, Xiaomi’s global market share was 17.1 percent in June and Samsung’s was 15.7 percent. Xiaomi has not disclosed why it will stop using the Mi brand name. Perhaps the manufacturer wants to draw more attention to its own name.

Xiaomi MIX 4