Xiaomi bypasses "16" and will introduce the Xiaomi 17 series next week, targeting competition with the iPhone.

      Credit: Xiaomi

      On Monday, Xiaomi CEO Lei Jun announced that the company will bypass the “Xiaomi 16” designation and introduce its next flagship as the Xiaomi 17 series, stating it will “challenge the iPhone directly.” This decision signifies Xiaomi's strategic effort to penetrate the high-end market and compete directly with Apple rather than merely following its example.

      The Xiaomi 17 smartphone series will launch with the Snapdragon 8 Elite Gen 5 chipset, anticipated to be released by the end of this month.

      Why it matters: Apple recently unveiled the iPhone 17, while Xiaomi's previous flagship was the Xiaomi 15 series launched in 2024. By skipping the “Xiaomi 16” name and moving directly to the 17 series, Xiaomi aims to eliminate the image of being a generation behind. The CEO’s comments on social media position the brand as a direct competitor to Apple, and this unique naming approach is expected to create excitement around the launch.

      Details: The Xiaomi 17 series includes three models: Xiaomi 17, Xiaomi 17 Pro, and Xiaomi 17 Pro Max, with names that reflect Apple’s iPhone 17 series.

      Xiaomi President Lu Weibing noted that the intention behind this decision is to directly challenge Apple with advancements in product capabilities. While some internet users suggested it might be perceived as “piggyback marketing,” Lu defended the strategy: “In the last five years, we have invested over RMB 100 billion ($14 billion) in R&D, which will rise to RMB 200 billion ($28 billion) in the next five years. We are confident in competing directly with the iPhone at the same level and generation.”

      The Xiaomi 17 series will launch featuring Qualcomm’s Snapdragon 8 Gen 5 Ultra chipset. The base model, Xiaomi 17, is equipped with a 7,000mAh silicon–carbon anode battery, 100W wired fast charging, and IP69 protection, according to sources. Its imaging system is highlighted by a Leica triple-camera setup with a sizable OV50Q (OmniVision 50MP Q-series) sensor.

      Context: Xiaomi originally marketed its smartphones as affordable and high-performance to engage younger, budget-conscious consumers. Recognized for its “extreme cost-performance” strategy, the brand quickly attracted attention and built a loyal customer base. Recently, however, Xiaomi has been shifting its focus toward the premium market.

      In 2020, the company introduced the Xiaomi 10 series, elevating the starting price of its flagship models above RMB 4,000 ($560), targeting the same demographic as Apple's iPhones.

      Jessie Wu is a tech journalist based in Shanghai, covering consumer electronics, semiconductors, and the gaming industry for TechNode. Connect with her via e-mail: [email protected].