After Xiaomi surpassed Apple to be the world's second-largest phone maker in the second quarter of this year, claiming 17% of the market and closing its gap with Samsung leading at 19%. We have observed how the Chinese brand emerges so quickly in the global market and it seems that Xiaomi doesn't need any more extra branding. According to XDA Developers, Xiaomi will remove the "Mi" branding soon, with future products slated to use the Xiaomi name instead.
A spokesperson for the company told Engadget, "Starting in 2021 Q3, Xiaomi's product series 'Mi' will be renamed to 'Xiaomi'. This change will unify our global brand presence and close the perception gap between the brand and its products". The new change started with Xiaomi's latest Mix 4 smartphone.
While the 'Mi' branding will be going away soon, it won't be gone completely as the Mi Home stores will retain the name. As for Redmi devices, Xiaomi plans to continue selling them as they fall into the more affordable range.
"The product series naming convention - Xiaomi and Redmi - will also be applied to our ecosystem and IoT products over time," the spokesperson said.