Xiaomi officially ditching Mi branding

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I've never been a fan of confusing users for the sake of 'marketing' and 'branding'. I never really liked 'Lumia' back in the day, it seemed an unnecessary word, though I do appreciate that Nokia was trying to differentiate its new Windows Phones from its previous Symbian and feature phone line-ups. Then we have Samsung and 'Galaxy', we had LG and 'ThinQ', and so on. All very much branding. Xiaomi's been using 'Mi' for its Android phones for years and it seems that it's officially dropping the redundancy, in favour of just 'Xiaomi XXX' or whatever. A triumph for simplicity and common sense.

From GSM Arena:

Xiaomi has been selling its products with Mi branding on the overseas market, but it will phase out the moniker from now on. XDA-Developers first reported the news, and then it was officially confirmed by a company spokesperson - starting from Q3 2021, the “Mi” product series will be simply called “Xiaomi”; just like it has been since forever at home in China.

The first devices with the new branding were actually the Mix 4 smartphone and the Pad 5 tablet series, launched on August 10. After the event was over, we had our suspicions about the rebranding, but it took 14 days for the company to confirm what everyone expected - Mi is no longer a thing:

"This change will unify our global brand presence and close the perception gap between the brand and its products. This change may take some time to take effect in all regions.
With introducing the new brand identity, two distinct product series will sit beneath the parent brand.
  • Xiaomi products represent the pinnacle of technology and offer a premium experience.
  • Redmi products bring big innovation at a more accessible price point and are aimed at a younger audience.
The product series naming convention — Xiaomi and Redmi — will also be applied to our ecosystem and IoT products over time."

Previously, a Xiaomi GM has confirmed the physical Mi Stores will now be called “Xiaomi Stores”, and we expect the announcement to be made official during the September 15 event when the 11T series might arrive with 120W fast charging, flagship chipsets and 120 Hz screens.

All very sensible. And it confirms that, going forwards, anything with 'Xiaomi' at the start of the device name will be for the likes of you and I (probably), while anything with 'Redmi' at the start will be for those younger and/or on a budget.

And not a 'Mi' in sight! Other than perhaps as part of the OS 'skin' branding across both device families.

Source / Credit: GSM Arena