Xiaomi, a fast-growing startup that is battling Lenovo for the No. 3 spot in global smartphone sales and market share in China, is now targeting Apple.
Xiaomi, which recently raised $1 billion in new capital, is launching a new, higher-priced, feature-packed smartphone after an early focus on cheap devices.
Lenovo is already reacting to the Xiaomi threat, its chair and CEO Yang Yuanqing telling Bloomberg News in an interview that he is considering spinning off a yet-unformed subsidiary that will focus on direct sales of Internet-connected devices ton consumers in China.
Xiaomi recently passed Samsung and Lenovo to become the top mobile phone seller in China, where it and Lenovo were both launched.
The $1 billion in new capital values Xiaomi at three times the stock value of Lenovo at some $45 billion.
Lenovo ranks just ahead of Xiaomi in global sales after closing on the acquisition of Motorola Mobility. Samsung is first, Apple second.
The Chinese manufacturer’s new model is comparable to Apple’s iPhone 6 but thinner and lighter, said chairman Jun Lei. The phone starts at 2,299 yuan ($375), less than half the 5,288 yuan ($865) price of an iPhone 6 in China.
“We paid attention to every detail to make it as perfect as possible,” said Lei, standing on stage before reporters at a convention center in Beijing.
Xiaomi, founded in 2010, passed South Korea’s Samsung Electronics Co. in the second quarter of last year as the best-selling smartphone brand in China by number of handsets sold. The company is expanding into India and other developing markets but has yet to announce plans to enter the United States or Europe.
The new Xiaomi could add to competition for Apple in China, a market CEO Tim Cook has said is expected to become its biggest. Other Chinese smartphone brands including Lenovo Group and Huawei Technologies Ltd. also have released models they say offer features similar to the iPhone but at lower prices.
Wearing jeans and a blue button-down shirt with the sleeves rolled up, Lei showed a side-by-side comparison of Xiaomi’s newest model, the Mi Note, and the iPhone 6, which went on sale in China in October. He said the processor power, performance and memory size were comparable and the Mi Note includes an improved camera.
The Mi Note’s price is a departure for Xiaomi, whose other models cost as little as 699 yuan ($114).
Lei said the company will offer a professional version of the Mi Note with a more powerful processor and other features for 3,299 yuan ($540).
Privately held Xiaomi says last year’s sales tripled to 61.1 million handsets. It says revenue more than doubled to 74.3 billion yuan ($12.2 billion).
The company, based in Beijing like Lenovo (the latter operates its executive headquarters in Morrisville), recently completed a round of fundraising from investors that it said valued Xiaomi at $45 billion, making it one of the world’s most valuable technology brands.
Xiaomi ran into legal trouble in India in December after a court blocked sales while it hears a complaint by Sweden’s LM Ericcson that the Chinese company violated its patents.
In a blog post earlier this month, Lei called the case a “rite of passage” for a young company.
