Xiaomi Unveils New 17 series, Directly Challenging Apple’s iPhone Dominance
BEIJING – June 26, 2025 - Xiaomi today launched its new 17 range of smartphones, positioning the devices as direct competitors to Apple’s recently released iPhone 17. The move signals an escalating rivalry in the global smartphone market, with Xiaomi aiming to capitalize on Apple’s pricing strategy and recent innovations.
The launch comes as Xiaomi aggressively invests in research and growth, allocating 14.044 billion dollars (11.970 billion euros) in 2024 and committing to double that investment over the next five years. This significant financial commitment underscores Xiaomi’s ambition to become a leading innovator in the mobile technology sector, and to challenge established players like Apple and Huawei. The company’s strategy includes not only smartphone development but also expansion into the electric vehicle market, contributing to a 75% year-over-year increase in net benefit in the second quarter of 2025, reaching 10.8 billion yuan (approximately 1.288 billion euros).
Apple’s iPhone 17, unveiled earlier in June 2025, maintained pricing from the previous year’s models despite new U.S. tariffs and featured both a redesigned aesthetic and improvements to its camera technology.Xiaomi’s new lineup is expected to offer a compelling alternative, particularly in key markets where the Chinese manufacturer is already gaining traction.
According to data from IDC, Xiaomi currently holds the second-largest share of smartphone sales in Europe and leads the Southeast Asian market. Simultaneously occurring, Huawei currently dominates smartphone sales within China. The competitive landscape suggests a three-way battle for global smartphone supremacy, with Xiaomi’s latest launch poised to intensify the fight for market share.
