Xiaomi revealed that it will be launching the Xiaomi 12S series next week. The company’s new premium smartphones will go official on July 4. With the advent of official teasers on Weibo, netizens started asking questions concerning the upcoming phones. One of the most asked questions is regarding the marketing names of the handsets. Thankfully, Lei Jun, CEO of Xiaomi, has clarified the doubt.
One of the initial teasers for the Xiaomi
12S series showcases three smartphones. These devices are said to go official
as Xiaomi 12S, Xiaomi 12S Pro, and Xiaomi 12S Ultra. It is worth noting that
the company is yet to reveal the names officially. But some of the executives
have confirmed the branding in replies to users on Weibo.
Xiaomi had already debuted Xiaomi 12 and
Xiaomi 12 Pro at the end of 2021. Hence, the names Xiaomi 12S and Xiaomi 12S
Pro make sense for the new phones. But what about the Xiaomi 12S Ultra as
Xiaomi 12 Ultra doesn’t exist? Lei Jun explains that the Xiaomi 12 Ultra
powered by Qualcomm Snapdragon 8 Gen 1 chip was originally planned to release
in March or April. However, the company shelved this plan as it later decided
to use the latest Qualcomm Snapdragon 8 Plus Gen 1 SoC. Therefore, the firm
decided to name the handset Xiaomi 12S Ultra instead of Xiaomi 12 Ultra.
This suggests that the Xiaomi 12S and the
Xiaomi 12S Pro are nothing but by-products of the Xiaomi 12S Ultra. These phones
are expected to be the same as the older Xiaomi 12 and Xiaomi 12 Pro with a new
chip.
The original Xiaomi 12 series is six
months old now and competitors have come with multiple devices in the same
price segment. Hence, it makes sense for the company to release new SKUs to
stay updated in the market.
