Xiaomi 15 Ultra, in the foreground, while Xiaomi 15 is in the background.
Millet
Barcelona – Millet The latest flagship smartphone was launched on Sunday, continuing to advance the high-end devices as it tries to challenge market leader Samsung.
The Xiaomi 15 and Xiaomi 15 Ultra are the latest smartphones from Chinese technology giants that feature the latest chips and enhanced cameras. They unveiled at the Mobile World Congress in Barcelona.
Xiaomi 15 starts at 999 euros ($1,047), while Xiaomi 15 Ultra starts at 1,499 euros ($1,571).
Both devices are powered by Qualcomm’s Snapdragon 8 Elite mobile platform, one of the latest processors. The 15 Ultra models also come with a higher specification camera and a larger display.
“Xiaomi has been building its own brand with affordable technology, but now it has moved to advanced equipment as the value chain grows, which is perfect for the European market,” Ben Wood, chief analyst at CCS Insight, told CNBC.
According to data from International Data Corporation, Xiaomi’s global smartphone shipments rose 15.4% year-on-year in 2024, surpassing competitors including Samsung and Apple. The company’s global market share rose to 13.6% from 12.5% in 2023.
Xiaomi has been selling low to medium price smartphones at very picky prices since 2010. Since then, it has expanded overseas with a focus on its European foothold. Xiaomi has also built a portfolio of connected devices from TVs to smartwatches.
Last year, the business Jump into the electric car space with SU7because it hopes to diversify consumer electronics. It even brought the car to the Mobile World Congress in 2024, showing the vehicle at the company’s large booth and causing a sensation.
Francisco Jeronimo, vice president of data and analysis at IDC, said EV promotes Xiaomi’s brand.
“They are using cars to build their own brand, and I think it’s a smart idea,” Geronimo said.
“Even if cars are not available in Europe, they will get a lot of attention, but that’s the innovation. Consumers understand that brands that can make cars can also continue to do well.”
The recent recovery of the smartphone business in the smartphone business so far, coupled with the success of electric vehicles, has grown nearly 300% for Xiaomi’s stock in the past 12 months.
Xiaomi’s shares were listed in Hong Kong this week and set a record this week. The company hopes to launch with the latest smartphones, along with the launch of the SU7 Ultra, a high-performance version of its electric vehicle, and will be launched on Thursday.
Still, the company faces a huge challenge in the smartphone space, where trying to eat is still away from Samsung, especially after other Chinese brands like Oppo.
“The problem is that premium space is now incredible, and while all Android phone makers are eager to enjoy a stake from Apple, the reality is that if you are going to grow in Android, you need to take it from another Android player. So for Xiaomi, that means for Xiaomi, they need to erode Samsung’s share,” CCS Insight’s Insight’s Insight’s Insight.
“But unfortunately, you have two other big Chinese players in Oppo and Honor and they are very eager to build a share.”
