After releasing Mi-branded products for over a decade, Chinese tech giant Xiaomi is dropping the popular Mi moniker. Going forward, there will be no more Mi-branded products in the market. The company will now release products under its own brand name, and that is Xiaomi. This means that going forward, devices under the branding will just carry the company’s name. For instance, it will just be the Xiaomi 12 and not the Xiaomi Mi 12.
As per a recent report by XDA Developers, Xiaomi has confirmed to not use its Mi branding for its products in the future. The company started the practice with the launch of its latest Mix 4 smartphone, which is simply called the Xiaomi Mix 4, instead of Mi Mix 4.
The Chinese giant has been making some changes in its branding and product-naming front lately. We have seen Xiaomi unveil a new brand logo and brand identity earlier this year. Now, Xiaomi has eliminated the uber-popular Mi moniker from its product line.
For those unaware, apart from smartphones, Xiaomi has launched a bunch of Mi-branded products in smart home, lifestyle, robotics, and more categories over the years. However, the company will now use the Xiaomi moniker for its products to help customers associate with the brand name, especially since it has become the largest smartphone maker in the world.
The company sells its products under its own name in China and has already dropped the Mi-branding for its products in its home country. So, with this change, the company aims to simplify its product-naming strategy in the global market.
To recall, Xiaomi launched its first Mi smartphone, the Mi 1 back in 2011. However, the first Mi product was actually MIUI’s first version that was introduced a year earlier, which currently stands at the 12.5 version. Since then, the company has introduced a variety of products under Mi, including, high-end phones, mid-range phones, fitness bands, laptops, and more.
This purported change comes after Xiaomi becoming the world’s largest smartphone brand. As per a recent Counterpoint Research report, the company overtook Samsung in Europe to stand in the first spot. Another report by Canalys suggested that the company became the second-largest smartphone company by taking over Apple.
Thanks to multiple products in varied price segments and a decline of Huawei due to the US government sanctions, Xiaomi rose to dethrone Apple and Samsung globally. This might have triggered the brand to drop the Mi branding altogether as it wants to users associate itself with the company’s name instead.