Chinese electronics producer Xiaomi just lately handed Apple to turn into the world’s second-largest cellphone maker. It’s now banking on the very fact its merchandise are recognizable sufficient they don’t want extra branding. As first reported by XDA Developers, the corporate will part out its “Mi” branding over the approaching months, with new merchandise slated to hold the Xiaomi title as an alternative.

“Starting in 2021 Q3, Xiaomi’s product series ‘Mi’ will be renamed to ‘Xiaomi,’” a spokesperson for the corporate instructed Engadget. “This change will unify our global brand presence and close the perception gap between the brand and its products.” The Mi branding isn’t going utterly away. The firm’s Mi Home shops will proceed to hold the title. Xiaomi may also proceed promoting Redmi units, with these focused at shoppers who wish to get monetary savings on their subsequent cellphone buy.

In truth, it appears like we’ll see the Redmi branding seem on extra units earlier than too lengthy. “The product series naming convention — Xiaomi and Redmi — will also be applied to our ecosystem and IoT products over time,” the spokesperson mentioned. The chance that Xiaomi was planning to retire the Mi title got here out earlier this month when the corporate’s new Mix 4 cellphone didn’t characteristic the branding.