Chinese smartphone maker Xiaomi on Wednesday unveiled a wave of new products in Europe, with its latest smartphones at the forefront, signaling a direct challenge to rival Samsung.
What are the new products?
At a launch event in Munich, the Beijing-based company introduced the Xiaomi 15T series, consisting of two models — the Xiaomi 15T and 15T Pro — priced at 649 euros ($766) and 799 euros, respectively. The lineup continues Xiaomi’s approach of offering high-performance devices at competitive prices.
The phones feature a triple-camera setup, a large 6.83-inch display, and powerful battery life, positioning them as contenders to Samsung’s popular mid-range A series and its flagship S series. For context, Samsung’s S25 starts at 799 euros in Germany, while the high-end S25 Ultra retails at 1,249 euros.
“The 15T is essentially an affordable flagship — premium features, but priced just below the very top tier,” Bryan Ma, vice president of devices research at IDC, told CNBC.
Xiaomi’s appliances
Beyond smartphones, Xiaomi has steadily broadened its portfolio in recent years to include products ranging from washing machines to electric vehicles. In Europe, the brand has solidified its position as the third-largest smartphone vendor, trailing only Samsung and Apple, thanks to a mix of premium and mid-range offerings.
What else is Xiaomi unveiling?
Earlier this year, Xiaomi rolled out its flagship Xiaomi 15 series globally, while in China, the company is preparing to introduce its upcoming 17 series. Analysts see the 15T series as a strategic bridge for the brand’s premium ambitions.
“Xiaomi 15T is another milestone in the company’s push to move upmarket, appealing to cost-conscious buyers who still want flagship specifications,” said Runar Bjorhovde, analyst at Canalys. “Targeting the high-end remains a central part of Xiaomi’s strategy.”
The company also announced the international rollout of its Mijia brand of household appliances — including refrigerators, washing machines, and air conditioners — a move that mirrors Samsung’s long-standing model of selling a broad range of consumer electronics from TVs to home devices.
“Whenever Xiaomi enters a new sector, it raises the stakes for competitors given its formula of aggressively priced yet reliable products,” Ma added.
How does Xiaomi compare to Samsung?
Samsung holds an advantage in build quality, camera performance, and long-term software support, and its devices are seen as more refined, with polished designs and reliable after-sales service.
However, Xiaomi has built its reputation on offering powerful devices at lower prices, often including large batteries, fast charging, and high-end specs in mid-range phones. This aggressive pricing strategy makes its products appealing to buyers who want flagship-like features without the premium cost.
In essence, while Samsung stands out for durability, ecosystem strength, and overall user experience, Xiaomi delivers stronger value for money.