Hua Xia Shi Bao·2025-09-26 14:40Core Viewpoint - Xiaomi is actively positioning itself to compete with Apple by launching the new Xiaomi 17 series, marking a significant shift in its branding and product strategy to align more closely with Apple's offerings [2][3]. Group 1: Product Launch and Strategy - Xiaomi officially launched the Xiaomi 17 series on September 25, which includes a new Pro Max version, aligning its product line with Apple's iPhone 17 series [3]. - The highest-priced model, the Xiaomi 17 Pro Max, is priced at 6,999 yuan, reflecting Xiaomi's ambition to enter the high-end market [3]. - Xiaomi's founder, Lei Jun, stated that the renaming from Xiaomi 16 to 17 was necessary to change public perception and emphasize the brand's evolution over 15 years [3]. Group 2: Competitive Landscape - The global smartphone market is now characterized by intense competition, with Xiaomi aiming to capture a share of the high-end market traditionally dominated by Apple [5][6]. - In Q1 of this year, Apple held a 43% market share in the domestic high-end smartphone market, while Xiaomi's share was only 7%, but it experienced a 102% year-on-year growth [6]. - In the overseas high-end smartphone market, Apple maintained a 62% market share, with Xiaomi showing a 55% increase in sales, although specific market share figures were not disclosed [7]. Group 3: Technological Advancements - The Xiaomi 17 series features the Snapdragon 8 Gen 5 chip, which is built on a 3nm process, offering CPU performance comparable to Apple's A19 Pro chip and a 34.6% improvement in GPU performance [3]. - The Xiaomi 17 Pro series includes a unique "smart back screen" that supports various functionalities, drawing parallels to the design innovations seen in Apple's products [3]. Group 4: Market Dynamics and Future Outlook - The smartphone market has shifted to a phase of stock competition, making rapid growth in shipment volumes challenging for manufacturers [6]. - Xiaomi's strategy to move upmarket is driven by the need for higher profit margins, as low-end devices yield minimal profits [6]. - Analysts suggest that while Xiaomi has made strides in high-end positioning, achieving brand recognition among high-end consumers will require sustained investment and brand development over time [7].