Xiaomi is phasing out its “Mi” product branding, a spokesperson tells The Verge. Products including flagship smartphones like this year’s Mi 11 will instead simply carry the Xiaomi name. The news was first reported by XDA Developers.
“Starting in 2021 Q3, Xiaomi’s product series ‘Mi’ will be renamed to ‘Xiaomi,’” says the spokesperson. “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.”
Xiaomi says that it’ll still keep the Redmi brand around, meaning that the higher-end Xiaomi products will form a distinct line alongside Redmi products. Xiaomi products “represent the pinnacle of technology and offer a premium experience,” according to the company, while Redmi products “bring big innovation at a more accessible price point and are aimed at a younger audience.”