Up and coming smartphone manufacturer Xiaomi Tech is one to watch. The private company is mimicking Apple and using iPhone marketing tactics to accomplish Applesque goals. Some are already calling Xiaomi a "mini Apple."
Tuesday, Xiaomi announced two new updated versions of its current smartphones, the Mi2S and the Mi2A. The phones feature updated specs, much as what Apple does with its "S" model flagship device like the iPhone 4S.
Just like Apple, Xiaomi also launched its set top box digital receiver, Xiaomi TV, recently. For users in China, Xiaomi TV lets users play games, watch videos and stream online content.
Xiaomi has developed quite a following in China and its products hold similarities to Apple. Xiaomi's co-founder, Lei Jun, a billionaire entrepreneur, was even compared to the late Steve Jobs. During product launches, Lei wears the same black shirt and jeans associated with Jobs' Apple iPhone launches.
As reported by Reuters, "China's media say I am China's Steve Jobs. I will take this as a compliment but such kind of comparison brings us huge pressure," Lei said.
Rather than attack the market, Lei's plan for Xiaomi is to build an exclusive mid-tier brand that updates in increments. Sound familiar?
Lei insists that Xiaomi is not copying Apple, although its dedicated fan base and high-end smartphones suggest otherwise.
"Xiaomi and Apple are two totally different companies. Xiaomi's based on the Internet. We are not doing the same thing as Apple," Lei said.
Xiaomi was founded in 2010 and in 2011 released a low-cost smartphone, the Xiaomi Phone or MI-One. The smartphone company also developed MIUI, a custom firmware for mobile devices, based on Google Android.
