Caixin
Dec 30, 2021 08:22 PM
TECH

Xiaomi Dials Up High-End Appeal in China With New Phones Aimed at Apple

A Xiaomi 12 Pro series phone at a Xiaomi store in Shanghai on Wednesday. Photo: VCG
A Xiaomi 12 Pro series phone at a Xiaomi store in Shanghai on Wednesday. Photo: VCG

Xiaomi Corp. unveiled its latest flagship smartphone series in anticipation of gaining a bigger slice of China’s high-end smartphone segment market dominated by Apple Inc.’s iPhones, as the company seeks to overturn consumers’ long-held notion that it is a budget brand.

The launch on Tuesday night was touted by Xiaomi CEO Lei Jun as a renewed effort by the company to challenge the new iPhone 13 series that its bigger rival unveiled in September.

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