The head of Xiaomi announced his intention to move Apple

The head of Xiaomi announced his intention to “move” Apple in the market of expensive smartphones.

According to the South China Morning Post, this week Xiaomi co-founder Lei Jun announced his intention to focus on high-end smartphones. The businessman said that Xiaomi intends to compete directly with Apple in this market.

Image source: Shutterstock

Image source: Shutterstock

“We want to be completely on par with Apple in terms of products and experiences and become the largest high-end brand in China in the next three years.” – said the head of Xiaomi. He also described the competition with Apple in the high-end smartphone segment as “War not for life, but for death”in which Xiaomi wants to win. Due to the market share Huawei has lost due to US sanctions, the Chinese tech giant wants to expand its influence.

Like many companies, Xiaomi has struggled with supply chain issues over the past two years, which has hampered its growth. However, Xiaomi briefly outbid Apple in the second quarter of 2021. In the fourth quarter of 2021, Apple overtook Vivo to become the leading smartphone vendor in China. At the same time, the company has developed into the world’s leading smartphone supplier, with every fifth smartphone sold being an iPhone.

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Xiaomi is reportedly aiming to attract more customers than other major Android smartphone makers, which are also targeting the high-end segment, by focusing on user experience. This requires the opening of 20,000 new retail stores in China over the next three years. The company currently has 10,000 retail stores in its home country. Xiaomi also announced its intention to invest nearly $16 billion in R&D over the next five years.


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