Xiaomi: who is behind the brand, what devices it makes and why millions choose them

When it comes to affordable but technological electronics, the first name that comes to mind is Xiomi (or Xiaomi, as it should be spelled in English) a Chinese brand that has gone from a startup to a global player competing with Samsung, Apple and Huawei in 10 to 15 years. But what really lurks behind the orange-square logo? Who founded the company, what devices it makes besides smartphones, and why it is often called "China's Apple"?

If you've ever wondered whether to buy Xiaomi gadgets, or just want to figure out how a small firm in Beijing was able to conquer the world, this article is for you. We'll take a look at the history of the brand, its key products (from smartphones to vacuum cleaners), reveal marketing secrets and explain why Xiaomi devices are so popular in Russia and the world, and also tell you about the pitfalls that you should consider before buying.

Who founded Xiaomi and how did it become global?

Xiaomi’s origins go back to 2010, when a group of Chinese engineers and entrepreneurs led by Lei Jun decided to create a company that would combine Apple’s innovation with the availability of local brands. Lei Jun, by the way, is often called “China’s Steve Jobs” – not only for its superficial similarity, but also for its ability to present products and build a cult around the brand.

The first Xiaomi Mi 1 smartphone was released in 2011 and immediately became a hit in China thanks to its powerful hardware at a price 2-3 times lower than its competitors. But the real breakthrough came in 2014-2015, when the company began to actively enter international markets, including Russia. Today Xiaomi is not only smartphones, but also a whole ecosystem of smart devices, from light bulbs to electric vehicles.

• 📅 2010 – Founding of the company in Beijing.
• 📱 2011 – release of the first smartphone Mi 1.
• 🌍 2014 – Entering global markets (India, Russia, Brazil).
• 🚗 2021 – the announcement of the electric car Xiaomi SU7.
• 💰 2023 — company-3 Smartphone manufacturers worldwide (according to Counterpoint Research).

Interesting fact: Xiaomi’s name translates as “silence,” but also plays on the similarity to “mi” (MI), which stands for Mobile Internet, reflecting the brand’s original mission to make the Internet and technology accessible to everyone.

What devices Xiaomi produces: from smartphones to vacuum cleaners

Many people mistakenly think that Xiaomi is just smartphones, and in fact, the company has more than 200 product categories, from smartwatches to electric scooters.

Xiaomi’s unique feature is the Mi Ecosystem ecosystem, which allows you to control all devices through a single app (Mi Home or Xiaomi Home).For example, you can set up a scenario where a smart lamp turns on when the camera captures movement and the robot vacuum cleaner begins cleaning on a schedule.

Why is Xiaomi called the “Chinese Apple”?

Xiaomi’s comparison with Apple is not accidental – brands do have a lot in common despite different pricing policies.

• 🎤 Charismatic leader: Lei Jun copies Steve Jobs presentation style (black turtleneck, minimalist slides).
• 📦 Ecosystem: Just as Apple has iPhone, Mac and Watch, Xiaomi has smartphones, laptops and smart home all working together.
• 🛒 Xiaomi fans (called Mi Fans) buy new models in the first hours of sales, like iPhones.
• 🔄 PO Updates: MIUI (Xiaomi’s Android shell gets monthly security patches like iOS.

But there are fundamental differences: While Apple is focusing on premium and a closed ecosystem, Xiaomi is focused on mass buyers and open standards (e.g., support for Google Services outside of China), Xiaomi is actively cooperating with other brands, such as Redmi TVs or POCO smartphones for gamers.

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If you are buying a Xiaomi smartphone for Russia, look for the global version (marked Global). Chinese models often do not support Google Play and have limited localization.

Pitfalls: What to know before buying Xiaomi devices

Despite the obvious advantages, Xiaomi gadgets have disadvantages that are rarely mentioned in advertising.

⚠️ Attention: In smartphones Xiaomi often encounters aggressive optimization of the background — the system forcibly closes applications to save charge.This can interfere with the work of messengers (for example, Telegram or WhatsApp) in the background» → «Optimization MIUI» fit-for-use.

• 📦 Many models (especially the budget Redmi) are sold without a charger in the box.
• 🔄 Flagships receive 3-4 years of support, and budget smartphones – only 1-2 years.
• 📡 Local Limitations: Some functions (e.g, NFC Payment may not work in Russia due to sanctions.
• 🛠️ Service support: In small cities, it is difficult to find authorized Xiaomi service centers.

Another nuance is advertising in MIUI. In Chinese and some global versions of firmware, there are banners and push notifications from Xiaomi partners. These can be turned off in settings (Settings → About Phone → Additional → Advertising), but this requires manual adjustment.

Xiaomi in Russia: current models and where to buy them

In 2026, Xiaomi remains one of the leaders of the Russian smartphone market, despite the departure of some competitors among the most popular models.

• 📱 Flagships: Xiaomi 14 Ultra (50MP camera with Leica, screen) 2K), Xiaomi 14 (Snapdragon 8 Gen 3 processor).
• 💰 Mid-segment: Redmi Note 13 Pro+ (charging 120W, screen 1.5K), POCO X6 Pro (display 120 Hz).
• 🧳 Budget: Redmi 13C (battery), POCO M6 Pro (Snapdragon 4 Gen 2 processor).

Where to buy it?

• 🛒 Official stores: Mi Store (online and offline), Svyaznoy, M. Video.
• 🌍 Marketplaces: Wildberries, Ozon, Yandex Market (check the seller!).
• 📦 Carriers: AliExpress, Joybuy (risk of customs delays).

⚠️ Note: When buying on AliExpress, check with the seller whether the model supports Russian language and Google Play. Some "global" versions are designed for Asia and may not work with Russian SIM-net-card 4G/5G.

Support for Russian support LTE-bands (Band 3, 7, 20)

Google Play and Google Services

Official Guarantee (not “Grey” Imports)

Compatibility with banking applications (SBP, Tinkoff, etc.)

Reviews of a specific model in forums (4PDA, Mi Community)-->

Xiaomi’s Future: Electric Cars, AI and New Technologies

In 2026, Xiaomi is actively developing two key areas: electric cars and artificial intelligence. In March 2026, the company introduced its first Xiaomi SU7 sedan, which is already called the “Tesla killer” for the following characteristics:

• 🚗 Design: Designed in conjunction with Porsche Design, the aerodynamic drag coefficient is 0.195 (better than the Tesla Model 3).
• 🔋 Battery: Capacity 101 kWh, power reserve up to 800 km (cycle) CLTC).
• 🤖 AI: Voice assistant Xiao AI Support for HyperOS (New Xiaomi Operating System).
• 💰 Price: From ~25 000$ (Tesla Model 3 is cheaper in China).

In addition to cars, Xiaomi invests in:

• 🤖 Robotics: CyberOne prototype humanoid robot (2022).
• 📱 Foldable smartphones: Xiaomi MIX Fold 3 with 8.03 screen and Snapdragon 8 Gen 2 processor.
• 🌍 Green Technologies: Solar Panels and Energy Storage Systems for the Home.

Interestingly, Xiaomi plans to release a smartphone with a subscreen front camera (without a cutout) and a basic model with artificial intelligence on a chip (analogue of Apple A17 Pro with a neural engine) by 2026.

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The Xiaomi SU7 is the brand’s first electric car, but its official sales in Russia are unlikely due to sanctions, but technologies developed for cars (such as HyperOS) will gradually appear in smartphones and other electronics.

FAQ: Frequent questions about Xiaomi