Xiaomi Corp. will release its next flagship smartphone this month and update its branding in a measure to go head-to-head with Apple Inc. for a share of the premium smartphone market.
The Beijing-based company is moving up its usual launch timeline and jumping directly from the Xiaomi 15 generation to the new 17 series, matching Apple’s iPhone nomenclature with new Xiaomi 17 Pro and 17 Pro Max models incoming. Founder and Chief Executive Officer Lei Jun said on Monday that his company wants to be measured against Apple’s smartphones, long considered the standard bearers at the high end of the market.