In recent years, Xiaomi has been surprisingly productive. The number of models and products in its portfolio grows not by days, but by hours.
However, the list of products resembles a fast food menu. It seems like a large set of dishes, but the set of ingredients is almost the same in all of them, and the differences concern only seasonings or sauces. And by adding another product, we get a separate dish.
Goodbye, Mi! Xiaomi products will no longer include the Mi prefix
The most expensive and premium devices in the Xiaomi range are in the Mi range. And now the company decided that it was time to rebrand the series, and did it in a very simple way — it got rid of the prefix Mi in the names of the devices.
It turns out that in China, the company's first smartphone with an underscreen camera is called Xiaomi Mix 4. And this is just the beginning. According to the representative of Xiaomi, all other devices of the company will follow his example and get rid of the Mi set-top box.
Despite the rudimentary nature of the rebranding, this is a significant change for Xiaomi itself, because the company has been using the Mi console since the very first smartphone. Don't forget that the software's user interface also has Mi in its name.
Lei Jun once said that Mi stands for Mobile Internet and Mission Impossible. It seems that the company believes that this acronym has exhausted its philosophical load and there are no impossible tasks for Xiaomi. She is always ready for the most difficult and there is nothing she cannot implement.
We only have to wait for the company's official press release on the topic of rebranding to understand what sense Xiaomi puts into abandoning the Mi console. Also, it will be interesting to know if the company will keep the Mi abbreviation in its logo.
Update: Statement from Xiaomi
Xiaomi provided the following statement through its spokesperson:
Starting from the third quarter of 2021, the Xiaomi Mi product line will be renamed Xiaomi. This change will unify our global brand presence and bridge the gap in perception of the brand and its products. This change may take some time before it takes effect in all regions.
With the introduction of the new brand identity, two separate product lines will be housed under the parent brand. Xiaomi products are the pinnacle of technology and offer a first-class experience. Redmi products bring great innovation at a more affordable price and target a younger audience. This differentiation is also shown in our updated logos, where the Xiaomi and Redmi logos are under the parent brand logo.
The product series name agreement—Xiaomi and Redmi—will also eventually apply to our ecosystem and IoT products.
