Xiaomi reportedly confirmed the discontinuation of the “Mi” branding.
Xiaomi reportedly confirmed the discontinuation of the “Mi” branding as the company won’t be using it moving forward.
Xiaomi launched Xiaomi MIX 4 a few weeks ago and the usual “Mi” branding on MIX 4 didn’t appear. According to a statement issued to XDA-Developers, the discontinuation of the usual “Mi” branding will be the company’s future going forward.
Assuming that Xiaomi focused on the company’s new structure for the long term, this means that the public won’t see the expected Xiaomi Mi 12 launch later this year (or in early next year) and will see a Xiaomi 12 instead.
The discontinuation of the usual “Mi” branding represented a huge shift as Xiaomi has used Mi since its very first smartphone, the Mi 1. Also, the “Mi” branding carried to non-smartphone products – including wearables, tablets, laptops, and more.
Android Authority reported that the said change will only be applied to Xiaomi’s upcoming products.
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XDA Developers reported that Xiaomi already had several products in its native China that lacked a Mi branding and it’s likely that the change for its global products was to bring some brand synergy across the world.
Xiaomi CEO and co-founder Lei Jun once commented on the origin of the company’s name. According to Lei Jun, “Mi” stood for two things: “Mobile Internet” and “Mission Impossible”.
Based on a report on XDA Developers, Xiaomi saw itself as a Mobile Internet company that set out to complete “impossible” tasks, which was something the public will hear a lot in Xiaomi’s product unveilings. In addition, the word “Xiaomi” itself translated to English as “millet” (a small-grain crop) while “Xiao” translated to “small”.
Thus, Lei Jun tied Xiaomi’s name to the concept that a grain of rice for a Buddhist was as great as a mountain, which means, Xiaomi focused on the smaller things before moving its way up.
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