The most frequently used word to describe Xiaomi Mi 10 products is “affordable.” In every category, Xiaomi’s products are typically available at a lower price than competitors.
Thus, a premium Xiaomi smartphone that seeks to compete with flagships from Samsung, Huawei, or Apple seems strange to users who see Xiaomi as the ultimate cost-effective “value” brand. Xiaomi has tried to overturn this expectation by launching premium smartphones such as the Mi MIX series or the Mi-branded flagships in markets like Europe, and they have gained some traction in changing perceptions. In heavily price-conscious markets like India, though, Xiaomi has slowly shifted its strategy after earlier attempts at flagship launches failed. Its last true flagship launch in India was the Mi MIX 2, which launched in 2017, and its successor, the Mi MIX 3, wasn’t even released in the region due to Xiaomi’s recognition as the “affordable smartphone brand.” Instead, Xiaomi focused on the segment of sub-premium smartphones such as the POCO F1 and its spiritual successor, the Redmi K20 Pro. But ahead of Xiaomi lays both the challenge to transform its image from a budget brand to a premium one and the opportunity to enter a segment where the return on investment is much higher. That’s where Xiaomi’s latest flagship, the Xiaomi Mi 10, comes in. The Mi 10 and Mi 10 Pro are Xiaomi’s priciest Mi devices yet, and with this launch, Xiaomi is treading close to the segment of actual premium smartphones.
Originally Publish at: https://www.xda-developers.com/