Xiaomi is set to launch its top-tier flagship smartphone, the Xiaomi 18 Pro Max, in South Korea next month.
Backed by the latest Qualcomm chipset, a rear display, and Leica cameras, the company is taking on Samsung Electronics and Apple in the top-tier premium market. It remains to be seen whether the global smartphone market's No. 3 player can overcome its current sub-1% market share in South Korea.
The Xiaomi 18 Pro Max is the most powerful Xiaomi smartphone ever released. It features the latest Qualcomm mobile application processor, the Snapdragon 8 Elite Extreme Edition, in the world's first implementation. Built on a 2-nanometer process, the chipset delivers a maximum CPU clock speed of 5GHz, enhancing performance in high-end gaming and AI computations.
The key differentiator is the 2.9-inch auxiliary display on the rear. Placed around the camera module, it allows users to check notifications and key information without flipping the phone over. It can also be used to check framing when taking selfies with the rear camera. In addition, it features a 200-megapixel main and telephoto camera developed in collaboration with Leica, a 6.9-inch front display, and an 8,500mAh battery.
The key to its success lies in the price. The China launch price starts at 6,999 yuan (approximately 1.39 million won) for a 12GB RAM and 256GB storage configuration. The top-tier 16GB and 1TB model is priced at 9,999 yuan (approximately 2 million won). The domestic price has not yet been finalized, but it is expected to be set below 2 million won, taking into account the local market conditions.
Xiaomi established a South Korean subsidiary last year and has been strengthening its local business, including launching new products and expanding offline stores. However, the company has struggled to expand its market presence due to some consumers' resistance to Chinese brands, the Samsung-centric device and service ecosystem, and limited after-sales service accessibility. As brand trust, compatibility with existing devices, and resale value tend to influence purchasing decisions, especially for high-priced products, it is not easy to win consumers with hardware specifications alone. There is growing attention on whether the Xiaomi 18 Pro Max can bring a turnaround.
An industry official said, “Given the high consumer loyalty toward Samsung Electronics and Apple, aggressive pricing policies, along with brand trust and after-sales service competitiveness, will be necessary to translate into actual sales growth.”
