Xiaomi launches the Pocophone: a new smartphone brand to crush their competitors

The Poco F1 is a high-end smartphone at an incredibly low price. Something to compete with Xiaomi’s rivals?

After attacking traditional brands like Apple and Samsung, Xiaomi now seems determined to battle with new smartphone big players such as OnePlus and Honor. To avoid confusion with its products, Xiaomi is launching the “Pocophone,” a new smartphone brand.

New positioning from Xiaomi?

Its goal is evident here: offering smartphones with top-of-the-range equipment but at a really low entry price. The brand focuses on the essential (screen, battery, camera) to achieve this objective, overlooking the features traditionally considered more like gadgets.

With a Snapdragon 845, 4 to 8 GB RAM and a generous 4000 mAh battery, the Pocophone F1 is equipped with the best hardware on the market. That’s enough to predict excellent performance. The user has the choice between 64GB and 256GB storage expandable by Micro SD and has both a USB-C port and a Jack, yet a feature not available on the latest Xiaomi smartphones.

On the front, the Pocophone F1 looks like the Xiaomi Mi 8 and has a screen of the same size. It is equipped with an infrared facial recognition sensor, capable of identifying you in the dark. The smartphone is equipped with a 6.18-inch Full HD+ LCD technology panel and not OLED tech as on the Xiaomi flagship products. On the back of the smartphone, the brand chose polycarbonate rather than glass, supposedly not to force its users to install a protective shell but probably because this material is also less expensive to mass produce.

Camera specs

For the camera, Pocophone is using a double camera module of 12 and 5 Mpix, supposed to offer an excellent image quality to its users. An AI mode should improve photo quality.

Note that the smartphone runs under a particular version of MIUI, which offers an application drawer to give the impression of being under a more standard Android.

Remains the question of price, which is not yet known. The Pocophone F1 will be offered for the equivalent of 260 dollars in version 64+4 Gb, and 360 dollars in 256+8 Gb. If prices are similar, or just slightly higher, Xiaomi may knock out rivals like OnePlus and Honor, whose prices are currently the most competitive.

This is quite exciting to see how the smartphone market is being shaken up with many companies now fighting for the top spot in this incredibly juicy market!

Jennifer Davis

Jennifer is a Graduate from Ryerson University School of Journalism in Toronto. She has got a major in Topics in Cross-Cultural Communication as well as history of the News. In 2015 she decided to create IRSPM 2013 to share her news as well as Tech recommendations.