Lei Jun: Xiaomi’s High-end Smartphone to Take On Apple

Xiaomi announced on Tuesday that the Xiaomi 12 series will be released at 19:30 pm on December 28. Xiaomi‘s founder Lei Jun spoke to great fanfare that Xiaomi wants to learn from Apple and the iPhone, starting with the new Xiaomi 12.

In the second quarter of this year, Xiaomi became the second largest smartphone manufacturer in the world. In the European market, the company successfully surpassed Samsung and Apple, reaching a market share of 25.3%. In his speech in August, Lei Jun also put forward the goal to become “the world’s biggest smartphone maker in the next three years”.

However, Xiaomi was overtaken by Apple in the third quarter. Xiaomi executives said at the third-quarter financial report telephone conference that the company’s market share had declined in the third quarter mainly due to the strong performance of the iPhone 13. According to IDC statistics, Apple shipped 50.4 million smartphones in Q3, an increase of 20.8% compared with last year.

Xiaomi will release its new 12 series with three models, namely the Xiaomi 12X, Xiaomi 12 and Xiaomi 12 Pro. The latter two models are equipped with the Snapdragon 8 Gen1 mobile platform.

SEE ALSO: Xiaomi 12 Smartphone Series to Launch Soon, CEO Lei Jun Assures the Brand Will Develop “Fast and More Steadily”

On Wednesday, Lei Jun posted on Weibo that the screen of Xiaomi 12 itself will usher in a breakthrough in screen technology. In addition to being certified by DisplayMate A +, an international evaluation agency, it also created 15 new screen records.