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How Xiaomi will compete with the iPhone 13 Pro Max

According to new rumours, Xiaomi intends to beef up its Xiaomi 12 series with new models, including a direct competitor to the iPhone 13 Pro Max. As a reminder, the Chinese manufacturer has already made official the Xiaomi 12, the Xiaomi 12 Pro and the Xiaomi 12X. But apparently, it does not intend to stop there.

Normally, Xiaomi should also launch an ultra-high-end model called Xiaomi 12 Ultra, with higher characteristics, and which would position itself as a competitor to the Galaxy S22 Ultra. But in addition to this “Ultra” model, Xiaomi may also release another smartphone called Xiaomi 12 Pro Max which, according to the name, will be a direct competitor for the iPhone 13 Pro Max.

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In any case, this is what is indicated by our colleagues from Gizchina, who relay information from the Chinese social network Weibo. Unfortunately, this source does not give more information regarding the characteristics.

However, logic would dictate that the Xiaomi 12 Pro Max has quite similar specs to the iPhone 13 Pro Max, but a larger screen. As a reminder, the Xiaomi 12 Pro already has a fairly large 6.73-inch screen. Besides that, it is possible that Xiaomi equips this Pro Max model with a more advanced camera.

But of course, as this is not official information, caution is in order for the moment. What is certain is that if Xiaomi does launch a Xiaomi 12 Pro Max, the Chinese manufacturer will once again be accused of being a little too inspired by Apple.

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In any case, diversifying its offer in the premium segment could help Xiaomi increase its share in this market. Currently, Xiaomi is one of the leading smartphone manufacturers in the world. But this place, the brand owes it above all to its entry-level or mid-range models. However, Xiaomi wants to sell more high-end smartphones, on which the margins are higher.

Smartphone sales fall, but not those of Samsung and Apple

2022 is off to a bad start for the smartphone market. Indeed, as data from Canalys showed, in the first quarter, worldwide smartphone shipments were down 11% compared to the same period in 2021.

Several factors are involved. In addition to the seasonal decline in shipments, the Canalys study also cites COVID-19 cases due to the Omicron variant in the first quarter, uncertainty due to the war in Ukraine, as well as confinements in China.

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“Suppliers must equip themselves to react quickly to emerging opportunities and risks while remaining focused on their long-term strategic plans”, recommends the company. But according to this, “The good news is that the painful component shortages may improve sooner than expected, which will certainly help ease cost pressures. »

In any case, as the smartphone market plunges again, Apple is in great shape. The Cupertino company has indeed seen its market share go from 15% to 18%. Samsung, for its part, fell from 22% in the first quarter of 2021 to 24% in the same period in 2022.

“As the iPhone 13 series continues to capture consumer demand, the new iPhone SE launched in March is becoming an important midrange volume driver for Apple. At a similar price to its predecessor, it offers an improved chipset and improved battery performance and adds the 5G connectivity that carrier channels demand. At the same time, Samsung has ramped up production of its popular A-series to compete aggressively in the mid-to-low-end segment while refreshing its 2022 portfolio, including its flagship Galaxy S22 series”explains Sanyam Chaurasia, analyst at Canalys.

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With a slight drop in its market share, Xiaomi was only able to hold on to the third position thanks to sales of its affordable Redmi Note smartphones, which continue to be a hit.

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