At 19:30 on the evening of December 28, Xiaomi held a huge new product conference, a conference down, Xiaomi released a number of new products including MIUI 13, watches, tablets, wireless noise-canceling headphones, etc., but it is undeniable that Xiaomi's new digital flagship - Xiaomi 12 series is the real highlight of the conference. So, compared with the previous generation and most of the competitors of the same level on the market, what upgrades are there for the Xiaomi 12 series? So at the press conference, Lei Jun left a harsh word: Xiaomi officially benchmarked Apple, and achieved the world's first in three years.
First of all, in terms of product strategy, the launch of Xiaomi 12X, Xiaomi 12 and Xiaomi 12 Pro three new machines in one go, only 3199 yuan of the starting price compared to the iPhone of 56,000 or even tens of thousands of yuan, obviously more price advantage. And compared with previous years, this year's Xiaomi 12 series product line is more abundant, the three new machines take ladder pricing according to different configurations, pricing and product strategies are more abundant and comprehensive, and the needs of different user groups can be achieved.
In terms of core parameters, the Xiaomi Mi 12 series adheres to the product concept of consistent hardware high-quality. In addition to the entry-level model Xiaomi 12X using the Qualcomm Snapdragon 870 common in the high-end market, the other two models are equipped with the Qualcomm Snapdragon 8 Gen 1 processor as standard, and the high-end model is equipped with a full-blood version of LNDDR5 + full-blood version of UFS3.1 storage combination, which also means that the new performance iron triangle of the Snapdragon 8 flagship processor + full-blood version of LNDDR5 memory + UFS3.1 flash memory has become the main selling point and product competitiveness of Xiaomi 12.
In addition, innovative breakthroughs in five aspects have given the Xiaomi 12 series in addition to the excellent performance of the chip, the overall configuration also continues Xiaomi's consistent "stacking madness" product concept. Including, Xiaomi 12 Pro uses a 6.73-inch AMOLED micro-curved screen, centered digging design, 3200x1440 resolution, material for Samsung E5 screen, whether visual beauty or actual display effect, have reached the higher standards of Android emperor. In addition to the new generation of Qualcomm Snapdragon 8 Gen1 processor, Samsung LTPO screen that supports intelligent dynamic adjustment of the refresh rate, in terms of imaging, Xiaomi 12 series world premiere Sony IMX707 sensor, 5000W pixel main camera + 5000W pixel ultra-wide angle dual main camera solution, support For CyberFocus and Xiaomi's new technology architecture; charging, Xiaomi's self-developed surging P1 fast charging chip to achieve 120W super second charge, faster and safer; and in terms of audio and video, Dual-core quad-unit speakers, coupled with HARMAN Caton tuning, enable a better AV playback experience.
From the overall product point of view, xiaomi 12 series is indeed worthy of the expectations of the national flagship machine, after all, in the global chip shortage environment, the new generation of Qualcomm Snapdragon 8 Gen1 processor to get the difficulty and cost are rising, and the starting price of 3199 yuan, compared to Apple's new machine iPhone 13 is obviously more affordable in price. Compared with the Xiaomi 11 series with a starting price of 3999 yuan in the previous generation, the Xiaomi 12 series has achieved "increase and price reduction" in the pricing strategy, and the configuration has been fully upgraded, but the price has not risen but fallen, which seems to be worth starting from this point of view.
There is a saying that the advantages of the Xiaomi 12 series in product competitiveness are undeniable, but at present, there are still some insurmountable gaps between Xiaomi and Apple in the short term. On the one hand, Xiaomi's brand value can not give the product a higher brand premium, although in recent years Xiaomi has continuously tried to "sprint to the high-end market", but due to the consistent high-end low-cost cost-effective route as a brand feature, it is obviously difficult for Xiaomi to tear off the "low price" label, the inherent image is frozen, and the short board of brand value and product premium has led to Xiaomi's impact on the high-end market has always been unsatisfactory.
On the other hand, from the perspective of products, the backwardness of the iPhone in terms of hardware configuration, functions and design has long been an indisputable fact. Compared with Android manufacturers who are more aggressive in innovation, Apple's previous iPhones are slightly inferior in terms of new technologies such as fast charging, full screen, screen fingerprint recognition, and overall parameters. But it is undeniable that Android manufacturers have crushed Apple's lead in hardware parameters, but they have not exchanged for the actual experience of the counter-superiority. After all, in contrast, Apple's technical advantages in the software and hardware ecology are not available to other mobile phone manufacturers.
In addition, in terms of actual performance, whether the performance and power consumption of the Snapdragon 8 Gen1 chip can crush the A15 cannot completely rely on the parameters as the actual result. Especially in terms of power consumption and heat generation, Qualcomm's previous generation Snapdragon 888 was once very poor due to poor power consumption and heat performance, and at present, although the performance of Snapdragon 8 Gen1 has good results, but considering the later optimization and comprehensive performance, Apple A15 is obviously more advantageous.
Overall, compared with the previous generation of Xiaomi 11 series, this year's Xiaomi 12 series "increases the amount and reduces the price" Although it has certain advantages in terms of price and innovation, the slogan of "Xiaomi benchmarking Apple" is somewhat exaggerated.