Xiaomi’s ‘Mi’ brand would end after more than a decade

Source: Apoorva Bhardwaj / Android Central

The main smartphone brand has decided to make a major change, as Xiaomi moves its products away from the “Mi” brand for which they are known.

According to XDA-Developers, this change started with the recently announced Xiaomi Mix 4 and will continue with future versions. We reached out to Xiaomi for more details on the name change, but a representative said XDA that it would apply to upcoming products like the rumored Mi 11T, which may well be called the Xiaomi 11T.

Xiaomi has used the “Mi” brand for just about all of its products so far. Even a quick glance at Xiaomi’s US website shows the name “Mi” all over the place, including the recently redesigned logo.

The move comes just after Xiaomi was crowned the world’s largest smartphone OEM, overtaking Samsung for the first time. Although the company does not have a large presence in the United States, Xiaomi has managed to capture a large part of the global market with its mid-range and high-value smartphones and flagship devices like the Xiaomi Mi 11 Ultra.

The withdrawal of the “Mi” brand comes 10 years after the release of the Xiaomi Mi 1, which itself launched a year after MIUI, marking the end of an era for the company. However, as noted XDA, the company already sells its smartphones in China, without the Mi brand, so this move aims to unify its products.

It’s unclear exactly how this move will affect its brand, but given Xiaomi’s growing popularity, dropping the “Mi” brand could help make the company a better-known name in many regions, especially in United States, where devices like the Xiaomi Mi Band 6 are available to take on some of the best fitness trackers.