On December 28, Xiaomi held a Xiaomi Mi 12 new product launch conference and released a "double flagship".
Xiaomi Mi 12Pro, using a new generation of Snapdragon 8 (the first launch has been snatched away by moto), the first Sony IMX707, all-weather speed image, CyberFocus everything chasing focus, full focus section super night scene, the second generation of low-power 2K screen, 6.73"inch, intelligent dynamic refresh, 120W Xiaomi surging second charge, 4600mAh large power, 4699 yuan.
Xiaomi Mi 12, a new generation of Snapdragon 8, 6.28" inch AMOLED, 419 PPI high precision; 69.9mm width, conducive to one-handed holding; 50MP Sony IMX766 main camera, all-weather rapid image, CyberFocus everything to focus; 4500mAh new generation lithium cobalt oxide battery, 67W +50W+10W triple fast charge; 2600mm super large VC luxury heat dissipation, starting from 3699 yuan.
According to Lei Jun, Xiaomi 12 and 12pro are benchmarked against Apple's iPhone 13 and 13pro respectively, which means that the dual flagship is learned from Apple, but Apple is not a dual flagship, Meizu and so on have launched a similar "double flagship".
At the press conference, Lei Jun and other keynote speakers repeatedly compared Xiaomi 12, 12pro and Apple and other domestic brands of mobile phones, which means that Xiaomi 12 is obviously ahead of its opponents in many configurations. For example, calls are ahead of Apple. But more are focused on hardware comparison, Xiaomi Mi 12 took the lead in using a number of top accessories.
Overall, Xiaomi 12 follows the positioning strategy of "extreme cost performance" of the Xiaomi series, and uses high-end configurations to pile up high prices, which is actually the opposite of Apple's approach. Apple does not pursue the ultimate configuration, but pursues stable, high-quality configuration and the "extreme" performance of software and hardware after deep tuning. According to the press conference news, the new miui 13 adopted by Xiaomi 12 has also made great progress, and I hope so.
However, Xiaomi 12 uses the high and low dual flagship method positioning, and in the publicity of the benchmark Apple, which is definitely beneficial to the sales of Xiaomi mobile phones, as long as the new machine is not found to be a major bug, to achieve a certain target sales problem is not big.
Xiaomi Mi 12 does not have the sales target of Apple's iPhone, after all, the iPhone only releases "once and a half" a year, five or six mobile phones, while Xiaomi will release multiple series, and a series may also be released multiple times. This is a different strategy. This strategy, if there is a certain breakthrough at the high end, may indeed grab Apple's second place in the world, and Samsung won Apple in this way.