Emir BardakçıXiaomi set a record in the high-end smartphone category with the global launch of the Xiaomi 15 series on March 2. In an unprecedented move that demonstrates the company’s growing confidence, the Xiaomi 15 Ultra started at €1,499 in Europe, even above Apple’s flagship iPhone 16 Pro Max. This pricing tactic marks a significant reversal of Xiaomi’s conventional positioning in the market and demonstrates the company’s firm belief in the premium quality and innovation of its high-end smartphones.
Xiaomi President Lu Weibing addressed this pricing strategy in a recent interview with Jiemian News. While he acknowledged the multitude of reasons behind the regional pricing differences, including tariffs and channel fees, he stressed that the premium over the iPhone 16 Pro Max is due to “Xiaomi’s technical confidence .” The pricing aggressiveness is a continuation of Xiaomi’s push into the high-end smartphone space, where it is challenging the duopoly of Apple and Samsung.
Superior technology justifies a high price
When comparing both flagship phones, Lu Weibing confidently stated that the Xiaomi 15 Ultra is better than the iPhone 16 Pro Max in several significant aspects:
- Greater performance capacity
- Improved display technology
- Enhanced communication skills
- Faster charging and better battery life
- Outstanding imaging system
Apart from that, Xiaomi has done a lot to make its devices compatible with the iOS ecosystem, so that iPhone users can easily switch to Xiaomi devices. “We have done a lot for iOS ecosystem compatibility this time, which can make iPhone users switch to our ecosystem smoothly,” Lu said.
The ambitious goal of dominating world markets
The premium pricing strategy is part of Xiaomi’s broader ambitions for the global smartphone market. Lu Weibing revealed the company’s most important goal for the next two to three years: reaching 200 million units of annual sales. That would put Xiaomi squarely alongside Samsung and Apple in what Lu calls the “200 million unit field,” with a clearer separation between the industry leaders and other competitors.
However, Lu insisted that product structure and high-end market penetration are even more critical than sales volume alone. “What is more important than scale is product structure, that is, the advancement of high-endization,” he said. The company is particularly keen on improving its position in the high-end segment above 6,000 yuan.
Xiaomi’s high-end strategy
The Xiaomi 15 Ultra represents the culmination of the company’s years-long effort to shed its budget brand image. With specs like
- Leica-tuned quad camera setup
- Titanium alloy frame
- Latest Snapdragon 8 Gen 3 processor
- Advanced cooling system
- Excellent manufacturing quality
Xiaomi is proving that it is not only capable of competing with offerings from traditional premium brands like Apple and Samsung, but even surpassing them.
At the launch event for the Xiaomi 15 Ultra and Xiaomi SU7 Ultra on February 27, Lu Weibing was not subtle about Xiaomi’s aspirations, as he directly named Apple and said that the Xiaomi 15 Ultra «surpassed the iPhone 16 Pro Max in all aspects.»
This premium positioning approach is a big step for a brand that had initially made a name for itself by offering excellent value for money at low prices. Now, with the confidence to price its flagship higher than Apple’s top model, Xiaomi is making a statement about its position in the premium smartphone segment.
Source: IT Home
