Emir BardakçıXiaomi made a record statement in the high-end smartphone category with the global launch of the Xiaomi 15 series on March 2nd. In a first of its kind step that demonstrates the company’s growing confidence, the Xiaomi 15 Ultra started with a price of 1,499 euros in Europe, even above Apple’s flagship iPhone 16 Pro Max. Such tactical pricing is a significant reversal of Xiaomi’s conventional market positioning and demonstrates the company’s strong belief in the superior quality and innovation of their high-end smartphones.
Xiaomi President Lu Weibing addressed this pricing strategy in a recent interview with Jiemian News. Although he acknowledged the myriad of reasons for regional price differences, including tariffs and channel expenditures, he emphasized that the premium over the iPhone 16 Pro Max is due to “Xiaomi’s technical confidence.” The aggressive pricing is a continuation of Xiaomi’s push further into the high-end smartphone space, where it is challenging the duopoly of Apple and Samsung.
Superior Technology Justifies Premium Pricing
While comparing both the flagship phones, Lu Weibing confidently asserted that the Xiaomi 15 Ultra is better than the iPhone 16 Pro Max in several significant aspects:
- Enhanced performance capabilities
- Improved display technology
- Improved communication capabilities
- Faster charging and better battery life
- Exceptional 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. “This time we have done a lot of compatibility with the iOS ecosystem, which can make iPhone users switch to our ecosystem very smoothly,” Lu said.
Ambitious Goals of Ruling the 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 significant objective for the next two or three years: hitting 200 million units of sales annually. That would put Xiaomi directly alongside Samsung and Apple in what Lu refers to as the “200 million unit camp,” with a more defined separation between the leaders in the industry and other competitors.
Yet Lu emphasized that product structure and high-end market penetration are even more critical than sales volume alone. “What’s more important than scale is product structure, i.e., the advancement of high-endization,” he said. The company is particularly interested in improving its position in the above 6,000 yuan premium segment.
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 specifications like:
- Leica-tuned quad camera setup
- Titanium alloy frame
- Latest Snapdragon 8 Gen 3 processor
- Advanced cooling system
- Excellent build quality
Xiaomi is demonstrating that it is not just capable of competing with but even outdoing the offerings of traditional premium brands like Apple and Samsung.
At the February 27th launch event for the Xiaomi 15 Ultra and Xiaomi SU7 Ultra, Lu Weibing was not subtle about Xiaomi’s aspirations as he named Apple directly and said the Xiaomi 15 Ultra “surpassed the iPhone 16 Pro Max in all aspects.”
This premium positioning approach is a huge 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 best model, Xiaomi is making a statement about its position in the premium smartphone segment.
Source: IT Home
