Plain text from the Xiaomi boss: Apple has to dress warmly

Plain text from the Xiaomi boss: Apple has to dress warmly

If you want to be at the top, you have to compete with the best. Xiaomi also knows this, which is why CEO Lei Jun has now declared war on Apple. The Chinese also do not shy away from martial terms and speak of a struggle for survival.

Xiaomi has had a year full of ups and downs in Europe. After an almost rapid rise in the first half of the year, which was even crowned with the smartphone crown for a short time, rather mixed quarters followed. Especially towards the end of the year, Xiaomi literally ran out of breath. However, the busy manufacturer does not want to be fooled by this and is targeting a really big one: Apple .

Xiaomi wants to compete with Apple in the premium segment

"We want to be measured with Apple," said CEO Lei Jun with regard to product quality and user experience (source: SCNP). In its home market, Xiaomi would even like to become the largest manufacturer in the premium segment within the next three years - an area that is dominated by Apple after Huawei's crash.

In the fourth quarter of 2021, the US group was even the most popular smartphone brand in the People's Republic. So Xiaomi has made a lot of plans. This also shows the martial language used by the Xiaomi boss. For Xiaomi, competition in the premium segment is a "struggle for survival."

The group's investment plans also show how serious Xiaomi is: Over the next five years, Xiaomi wants to invest the equivalent of around 14 billion euros in research and development in order to achieve the ambitious goals. Xiaomi is sticking to its goal of becoming the world's largest smartphone manufacturer in three years.

More than just smartphones: The colorful product range from Xiaomi.

Xiaomi boss oversees new electric car division

Despite his pithy words, Lei Jun no longer takes care of the fight with Apple, Samsung and Co. The Xiaomi founder will remain with the group, but will oversee the newly created electric car department in the future. Xiaomi has big plans when it comes to e-cars, the first electric car is scheduled to roll off the assembly line in 2024.

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