Xiaomi Pledges 'War of Life and Death' Against Apple to Become World's Biggest Smartphone Brand

Xiaomi intends to step up its challenge to Apple, the company's founder announced this week (via South China Morning Post).

xiaomi lei jun
Xiaomi founder and chief executive Lei Jun said on Chinese social media platform Weibo that the company will specifically focus on the high-end segment of the global smartphone market in an effort to directly rival Apple, attempting to fill the void left by Huawei. Huawei was previously China's largest smartphone vendor before being forced to pull out of the U.S. market. Lei explained that Xiaomi seeks to become the world's largest smartphone vendor within three years.

"[We aim to] fully benchmark against Apple in [terms of] product and experience, and become China's biggest high-end brand in the next three years," Lei added. He went on to describe competition with Apple in the high-end smartphone segment as "a war of life and death" that Xiaomi must overcome.

In the fourth quarter of 2021, Apple overtook Vivo to become the top smartphone brand in China for the first time in six years. Simultaneously, Apple became the leading smartphone vendor in the world, with one in every five smartphones sold being an iPhone.

Like many companies, Xiaomi has struggled with supply chain issues over the past two years, which has hindered the company's expansion. Nevertheless, in the second quarter of 2021, Apple's ‌iPhone‌ sales were briefly surpassed by Xiaomi for the first time.

Xiaomi reportedly intends to attract more customers by distinguishing itself from other major Chinese Android smartphone brands that are also targeting Apple's lucrative high-end segment by focusing on user experience. This will involve opening 20,000 new retail stores in China over the next three years, adding to the 10,000 stores that it currently operates in the country. The company is also investing almost $16 billion in research and development over the next five years.

Tag: Xiaomi

Top Rated Comments

a m u n Avatar
20 weeks ago
Good luck!



Attachment Image
Score: 93 Votes (Like | Disagree)
Guacamole Avatar
20 weeks ago
Chinese companies won't see a penny from me
Score: 81 Votes (Like | Disagree)
NPC Compliant Avatar
20 weeks ago

Apple did not basically invent the smartphone.
The iteration from 2007 onwards, yes they did
Score: 58 Votes (Like | Disagree)
anakin44011 Avatar
20 weeks ago
If not toppling the world's leader (in a category that the world's leader basically invented) equals death, then you might want to find another line of work.

Just sayin'
Score: 53 Votes (Like | Disagree)
hortod1 Avatar
20 weeks ago
16 billion is a lot of money to spend on what will be surely nothing more than an iPhone knock off
Score: 53 Votes (Like | Disagree)
TSE Avatar
20 weeks ago
This guy has been watching too much CCP propaganda and thinks he's coming off way cooler than he really is. I bet he was the kid in high school that takes gym class way too seriously.
Score: 51 Votes (Like | Disagree)

Related Stories

iPhone 13 Feature Blue Green

iPhone Becomes Top Smartphone in China for First Time in Six Years

Wednesday January 26, 2022 5:41 am PST by
Apple became the top smartphone brand in China for the first time in six years in the fourth quarter of 2021, Counterpoint Research reports. While smartphone sales in China declined nine percent year on year for the third consecutive quarter in the fourth quarter of 2021, and smartphone sales declined two percent in 2021 for the fourth consecutive year, Apple finally surpassed Vivo to become ...
chinafoxconn

Apple Supplier Foxconn Says Shortages Now Easing

Thursday February 10, 2022 5:40 am PST by
Foxconn, the biggest assembler of iPhones, today announced that the component shortages that have constrained the supply of devices over the past two years are now showing signs of easing, Bloomberg reports. The first quarter of 2022 is said to be experiencing a "major improvement" in parts shortages, and "overall supply constraints" are expected to ease in the second half of the year, a...
oppo find x5

Oppo Plans to Challenge Apple Globally, Starting With 'Find X5' Premium Smartphone

Thursday February 24, 2022 4:57 am PST by
After Xiaomi pledged to aggressively challenge Apple earlier this month, Chinese smartphone brand Oppo is also now planning to directly compete with Apple on a global scale with a wave of premium devices, starting with the newly announced Find X5 (via South China Morning Post). Oppo is currently the world's fourth-biggest smartphone vendor, but following its merger with OnePlus, the company...
AppleVsFoxconn Feature

iPhone Maker Foxconn Restarts Production in Shenzhen As Lockdown Partially Lifts

Wednesday March 16, 2022 4:17 am PDT by
Apple's primary iPhone assembler Foxconn says it has resumed production at its Chinese manufacturing plant in Shenzhen, following a partial lifting of the city-wide lockdown that came into effect on Monday. The Taiwanese company told Reuters it had restarted some production and operations at its Shenzhen campus after meeting government conditions for staff to live and work in bubble...
oppo x rollable

Samsung Rumored to Launch First 'Rollable' Foldable Phone Later This Year

Thursday March 24, 2022 5:54 am PDT by
Samsung will add a third foldable device to its smartphone lineup this year that will likely feature a unique rollable form factor, according to a reliable leaker of Samsung's plans. Oppo X 2021 rollable phone concept The existing Galaxy Z Flip 3 and Galaxy Z Fold 3 have been relatively successful additions to Samsung's smartphone family, and the company reportedly plans to ship over 10...
iPhone SE 3 stacked

5G iPhone SE Shipments Expected to Reach Up to 30 Million Units This Year

Thursday March 17, 2022 3:57 am PDT by
Apple's new third-generation iPhone SE with 5G connectivity is set to go on general sale on Friday, and Taiwan-based analysts have today shared their shipment expectations for the device over the coming year. Apple's new iPhone SE shipments are expected to reach 30 million units in 2022, according to estimates by DigiTimes research analysts Sean Lin and Luke Lin. That's at the top-end of the ...
iPhone 13 Feature Blue

Strong iPhone 13 Demand Sees Taiwan Suppliers Prioritize Apple Over Rivals

Wednesday September 29, 2021 4:21 am PDT by
Strong iPhone 13 demand in Taiwan and China has led Taiwanese component suppliers to prioritize production lines for Apple over rival Samsung and many Chinese mobile vendors, according to a new DigiTimes report. Taiwan-based makers of VCMs (voice coil motors), wire winding and other components of smartphone-use lens modules are giving priority to production for Apple, amid strong pre-sales of...
airpods pro year of the tiger

Apple Celebrates Chinese New Year With Special-Edition AirPods Pro and More

Saturday January 1, 2022 1:56 pm PST by
In celebration of the upcoming Chinese New Year on February 1, Apple has released special-edition AirPods Pro with a custom-designed tiger emoji through its online store and retail stores in China, Taiwan, Hong Kong, and Macao. 2022 is the Year of the Tiger on the Chinese calendar. The special-edition AirPods Pro have a custom-designed tiger emoji printed on the wireless charging case, with...

Popular Stories

macbook air m2

Exclusive: Apple Plans to Launch MacBook Air With M2 Chip on July 15

Wednesday June 29, 2022 5:23 pm PDT by
The redesigned MacBook Air with the all-new M2 Apple silicon chip will be available for customers starting Friday, July 15, MacRumors has learned from a retail source. The new MacBook Air was announced and previewed during WWDC earlier this month, with Apple stating availability will begin in July. The MacBook Air features a redesigned body that is thinner and lighter than the previous...
Mac Studio IO

Apple Begins Selling Refurbished Mac Studio Models

Thursday June 30, 2022 7:42 pm PDT by
Apple today began selling refurbished Mac Studio models for the first time in the United States, Canada, and select European countries, such as Belgium, Germany, Ireland, Spain, Switzerland, the Netherlands, and the United Kingdom. In the United States, two refurbished Mac Studio configurations are currently available, including one with the M1 Max chip (10-core CPU and 24-core GPU) for...
top stories 2jul2022

Top Stories: M2 MacBook Air Release Date, New HomePod Rumor, and More

Saturday July 2, 2022 6:00 am PDT by
The M2 MacBook Pro has started making its way into customers' hands and we're learning more about how it performs in a variety of situations, but all eyes are really on the upcoming M2 MacBook Air which has seen a complete redesign and should be arriving in a couple of weeks. Other top stories this week included a host of product rumors including additional M2 and even M3 Macs, an updated...
original iphone 2007

15 Years Ago Today, the iPhone Went On Sale

Wednesday June 29, 2022 4:43 am PDT by
Fifteen years ago to this day, the iPhone, the revolutionary device presented to the world by the late Steve Jobs, officially went on sale. The first iPhone was announced by Steve Jobs on January 9, 2007, and went on sale on June 29, 2007. "An iPod, a phone, an internet mobile communicator... these are not three separate devices," Jobs famously said. "Today, Apple is going to reinvent the...
rootbug

Major macOS High Sierra Bug Allows Full Admin Access Without Password - How to Fix [Updated]

Tuesday November 28, 2017 12:33 pm PST by
There appears to be a serious bug in macOS High Sierra that enables the root superuser on a Mac with a blank password and no security check. The bug, discovered by developer Lemi Ergin, lets anyone log into an admin account using the username "root" with no password. This works when attempting to access an administrator's account on an unlocked Mac, and it also provides access at the login...