Xiaomi confirms its future devices won’t carry “Mi” branding

Xiaomi, which is giving tough competition to the South Korean giant Samsung for the leading position in the global smartphone market, is now re-branding its lineup of devices but it’s nothing major.

The company has announced that it will be phasing out its “Mi” branding over the coming months and the devices will instead have Xiaomi branding. In fact, the company’s recently announced MIX 4 smartphone dropped the Mi branding. The previous smartphones in the lineup were called Mi Mix, the Mi Mix 2, and the Mi Mix 3.

Confirming this development, the Chinese company’s spokesperson said that the change will start happening from Q3 2021. The spokesperson added, “This change will unify our global brand presence and close the perception gap between the brand and its products.”

However, it’s noteworthy that the Mi branding isn’t completely going away. The company’s own offline stores, named Mi Home Stores, will continue to carry the name. Xiaomi will also continue selling Redmi devices, targeted at budget segment consumers.

The company has also added that “the product series naming convention — Xiaomi and Redmi — will also be applied to our ecosystem and IoT products over time.”

Xiaomi was widely using the Mi branding in the markets outside China, possibly for readability and pronunciation reasons. It seems that the company now believes its name is recognizable enough and better represents its products.

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