Xiaomi focuses on flagships to compete with Apple

Xiaomi intends to fill the segment of top smartphones in the US market in order to compete directly with Apple. About it declared Lei Jun, founder and CEO of the company.

He added that Xiaomi plans to become the world's largest smartphone supplier within three years and equal the iPhone manufacturer in terms of product quality.

Previously, the niche of the main competitor from China was occupied by Huawei, but due to problems with American regulators, it had to leave the United States.

In the past two years, Xiaomi, like Apple and many other manufacturers, has struggled with supply chain issues. This hindered the expansion of the company and expansion into foreign markets. But in the second quarter of 2021, sales of brand gadgets for the first time surpassed Apple results.

In turn, Apple in the fourth quarter of 2021 overtook Chinese manufacturer Vivo and became the leading smartphone brand in China for the first time in six years.

Now Xiaomi wants to distance itself from other Chinese smartphone brands, emphasize the features of its gadgets and focus on the user experience. Over the next three years, the company plans to open 20,000 new stores in China - there will be three times as many as now. In addition, until 2027, Xiaomi will invest about 16 billion US dollars in research and development.