In quite an unexpected move for the tech community, it is believed now that Xiaomi is having a rethink of its entire premium plan in India. Xiaomi 15 Civi India Launch Reportedly Canceled – Here’s Why You Should Not Care About Xiaomi 15 Civi in India, Says Opinion. This marks a considerable shift for the brand, which as recently as last year made inroads into the premium mid-range segment with the 14 Civi. The choice to reportedly put the Xiaomi 15 Civi on the back-burner comes after news of the company potentially shifting back its focus on the budget and mid-tier segments of the market, in which the company had previously thrived.
This little development, revealed to us by SmartPrix, sends a ripple through the industry, easily prompting many to think what Xiaomi’s dreams of premium is going to be in the future. It’s certainly disappointing news for phablet enthusiasts who were eagerly awaiting a successor with Leica optics.
The Experiment of Premiums and The Market of Reality
When Xiaomi launched the 14 Civi, many hailed the launch as an excellent move to enter the lucrative premium mid-range segment which is priced above ₹40,000. It was the debut of the China-only Civi series which was popular for its design and camera capabilities. But the experiment has not worked, at least according to the most recent developments. A weak sales performance of the Xiaomi 14 Civi is cited in the report as the key reason for pulling the plug on its successor, the Xiaomi 15 Civi.
This point is confirmed by the decrease in Xiaomi’s market share. According the that recent Canalys report for Q2 we saw a year on year fall, where those numbers fell from 6.7 million units to 5.0. The data shows that the brand’s strength is still in its more affordable items — such as the Redmi 14C 5G — and the best-selling Redmi Note 14 series. With that data in its arm, the cancellation of Xiaomi 15 Civi appears to be a data-based decision to solidify its lead in the market.
Back to the ‘Killer’ Formula?
But rather than pushing the boundaries and succeeding the Xiaomi 15 Civi, the company is slowly teasing the launch of a new smartphone: the Redmi Note 14 SE 5G.The phone itself has been referred to as the ‘Killer Note’ with ‘Killer Specs and Price’, alluding back to the value-for-money proposition that originally made the brand a popular choice for consumers, and which saw Redmi become a household name. This strategic about-face from phones like the Xiaomi 15 Civi implies a return to the roots.
Redmi Note 14 SE is said to be powered by the MediaTek Dimensity 7025 Ultra SoC and sport a 120Hz screen with 2,100 nits peak brightness, and a 5,110mAh battery. 1 It will be equipped with a 50MP sensor from Sony, namely the LYT-600 for photography along with Optical Image Stabilization (OIS). Interestingly these are pretty much same as the current Redmi Note 14, so it does make us wonder what different about it.
What Does All of This Mean for Consumers?
For those who were expecting the Xiaomi 15 Civi, this news of at least one device to be axed would send them looking at other premium mid-range device from the firm. That leaves quite a gap now that the Xiaomi 15 Civi is no more, with the 14 Civi having effectively bridged the mid-range Redmi phones and high-end Xiaomi flagships.
On the other hand, if you’re in the market for a feature-rich phone at an aggressively low price point, you have a lot to be excited for. With the Redmi Note 14 SE and the incoming Redmi 15 series with colossal 7,000mAh battery, Xiaomi is doubling down on the mass market. Although there is no official confirmation on the Xiaomi 15 Civi from the company yet, the current plan in place and future launches give us a glimpse of what Xiaomi is planning in India right now. In India, the Civi series might die even before it’s truly born, which casts a shadow over the future of a Xiaomi 15 Civi.
Conclusion: A Strategic Retreat
The cancellation of the Xiaomi 15 Civi comes as a blow for Xiaomi at a time when the company is looking to come back to India. It’s a practical move to cede eye-watering segment and bulk up its prowess in budget to mid-segment market. So though it may seem like Xiaomi is going backwards, this could be the step it needs to take to become the market leader once again. And with a renewed emphasis on volume, the ‘flagship killer’ era could be about to make a return, even if it comes at the Xiaomi 15 Civi’s expense.
