Rest in peace, Mi.
Xiaomi is killing its “Mi” branding, as The Verge reported. Xiaomi will launch all upcoming products under the “Xiaomi” branding, not Mi.
“Starting in 2021 Q3, Xiaomi’s product series ‘Mi’ will be renamed to ‘Xiaomi.’ This change will unify our global brand presence and close the perception gap between the brand and its products. This change may take some time to take effect in all regions.”
-Xiaomi spokesperson to The Verge.
Xiaomi said the Redmi brand is going nowhere. Redmi products “bring big innovation at a more accessible price point and are aimed at a younger audience,” and Xiaomi products “represent the pinnacle of technology and offer a premium experience” according to the company.
Xiaomi further said that they will also apply this new branding to Xiaomi’s ecosystem and IoT products. Now, Xiaomi calling its new phones by Xiaomi brand name like the Xiaomi Mix 4, previously they were called Mi Mix.
Smartphone manufacturing companies used its “Mi” brand name in western markets because of pronunciation issues. Now, Xiaomi thinks their name “Xiaomi” is enough popular now and they should their products with their name. Xiaomi’s popularity is increased tremendously in a short period. Some days ago, Xiaomi dethroned Apple from the second spot in the market and after a few days, Xiaomi dethroned Samsung from the first place, even without US presence.