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Xiaomi's Mi4 Shows Ambition And Emphasis On Design

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Xiaomi, the brand behind China’s best-selling Android phone, has released its 2014 flagship – Mi 4.

Despite Xiaomi’s Apple -style secrecy measures, the specs of the new phone have long been known. Rumors have been around since at least two weeks ago that the new phone would sport a 2.5GHz quad-core Snapdragon 801 processor, 3GB of RAM, a 13MP main camera and a 8MP frontal one – all of which proved to be accurate.

In terms of software, the Mi4 demonstrated at the launch event was powered by the company’s current MIUI5, a modified Android OS, but Xiaomi promised that the new MIUI6 is on the way and will be available in August. The new operating system will feature some localized service, including booking a doctor’s appointment and ordering food.

Pricing-wise, it appears that Xiaomi has established a tradition that it sees no reason to break. The base model of Mi4 is priced at 1999 yuan; if you remember, that is also the price of the first generation Mi phone at its launch four years ago.

In his speech, Lei Jun spent much time describing Mi4’s stainless steel rim. Although the thing looks to me just like the iPhone 4’s design but Lei promised that his is more sophisticatedly manufactured and feels better. Paying so much attention to something relatively unimportant may seem absurd, but the company doesn’t stop there. It went to such lengths to produce a documentary-style commercial showing how the transformation took place. A piece of  crude metal, after going through  a process of cutting, welding and polishing, finally acquired the jewelry-like look. Actually, Xiaomi is so proud of the idea that it named the launch event “The Artful Journey of A Piece of Steel.”

The intention seems clear. The company is so ambitious that it is no longer satisfied with being seen as a low-priced, quality phone maker, but instead wants to be perceived as an affordable but design-oriented tech brand. Besides, showing this amount of attention being paid to something as trivial as this may convince some consumers that despite the low prices, no corners were cut.

This emphasis on design is also manifested in the new smart wristband that debuted along with the Mi4. Aside from being a health-monitoring device, the wristband also functions as a personal ID device. By moving your bracelet-wearing hand close to your Mi phone, the phone will know who you are, and unlock the screen for you.