Xiaomi has unveiled its latest flagship smartphones, the Xiaomi 15 and Xiaomi 15 Ultra, at the Mobile World Congress in Barcelona on Sunday.
These devices mark the company’s continued push into the high-end smartphone market, aiming to compete directly with industry leaders like Samsung, according to CNBC.
Both devices are powered by Qualcomm’s Snapdragon 8 Elite Mobile Platform.
The 15 Ultra stands out with a 200MP periscope telephoto lens and a 1-inch ultra-large main sensor for superior low-light photography.
“Xiaomi has been hugely successful of building its brand with affordable technology and but now it’s moving up the value chain as it moves more into premium devices and that’s well-suited to the European market where we see an affluent audience,” Ben Wood, chief analyst at CCS Insight, stated.
Founded in 2010, Xiaomi initially focused on budget-friendly smartphones with highly competitive pricing. Over the years, it has expanded internationally, with a strong emphasis on the European market.
Beyond smartphones, Xiaomi has developed a diverse range of smart devices, including TVs, smartwatches, and other connected gadgets.
In 2023, Xiaomi entered the electric vehicle market with the SU7, aiming to expand beyond consumer electronics.
The company showcased the car at Mobile World Congress 2024, drawing significant attention with its prominent booth display.
Francisco Jeronimo, vice president for data and analytics at IDC, said the EV has given a boost to Xiaomi’s brand.
“They are using the car as leverage to build on their brand which I think is a clever idea,” Jeronimo said.
“They will grab a lot of attention with the car even if it’s not going to be available in Europe, but it’s that kind of innovation. And consumers understand that a brand that can build a car can also continue doing very good phones.”
