Xiaomi Unveils 17 Pro Max ： A Bold Rival to Apple's Flagship

BEIJING – September 25, 2025 – Xiaomi has officially launched its latest flagship smartphones, the Xiaomi 17 Pro and 17 Pro Max, positioning them directly against Apple's newly released iPhone 17 lineup.

Unveiled during a live-streamed event led by co-founder and chief executive Lei Jun, the new models highlight Xiaomi's growing ambitions in both the premium smartphone sector and beyond.

Competitive Pricing and Premium Features

The Xiaomi 17 series begins at 4,499 yuan (US$630/S$815), with the top-tier Pro Max priced at 5,999 yuan, undercutting Apple's iPhone 17 base model by more than US$100. During the presentation, Mr Lei showcased side-by-side comparisons with Apple's devices, focusing on battery performance, display quality, and camera technology.

Expansion Beyond Smartphones

Mr Lei emphasized that Xiaomi is no longer just a smartphone brand. The company has rapidly expanded into electric vehicles (EVs), artificial intelligence, and chip development, reshaping its image in the tech world.

Xiaomi's EV business has seen strong momentum. Its YU7 sport utility vehicle has already outsold the Tesla Model 3 in China, with nearly 289,000 orders within an hour of its launch earlier this year. The company plans to bring its first EVs to Europe by 2027.

In semiconductors, Xiaomi is investing US$7 billion to develop its own processors, a move aimed at strengthening its independence and competitiveness. Its Xring O1 chip, introduced earlier this year, is expected to power next-generation devices.

Lei Jun's Vision

At 55, Mr Lei described this period as a turning point for the company:

"We've undergone a profound transformation over the past five years, and today a completely new Xiaomi stands firmly in front of a new era," he said.

With a market value now approaching US$200 billion, Xiaomi is positioning itself as a serious challenger not only to Apple in smartphones but also to Tesla in the EV sector.

Outlook

Industry analysts note that while Apple continues to dominate the premium smartphone market with a 62% global share, Xiaomi's strategy of combining competitive pricing, high-end hardware, and diversification into new technologies could make it a formidable player in the years ahead.

As Xiaomi strengthens its ecosystem of phones, cars, smart devices, and processors, its 17 Pro Max launch is seen as a bold statement of intent in the global technology race.