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

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.