Xiaomi mocked Apple for ditching the charger. Now, it’s doing the same with its flagship!

Pocketnow

By Nadeem Sarwar

Published Dec 27, 2020

Xiaomi CEO Lei Jun explained that the company is answering the call of environmental protection, but will its value-focused audience buy it?

Remember when Apple announced that the iPhone 12 series won’t come with a charging brick in the retail package? Yeah, I do too. What followed was a storm of criticism over Apple’s ‘green move’ to ditch the charger, and rivals quickly jumped at the opportunity to roast Apple. Among them was Xioami, which quickly tweeted a short video that focused on the charger being a part of its smartphone package. Well, it appears that Xiaomi might have to take its sarcastic act back. And very soon!

Apple did it first, Samsung followed. Now, it's Xiaomi's turn!

Xiaomi’s co-founder and CEO Lei Jun has now confirmed via a Weibo post that the retail package of its next flagship – the Mi 11 series – won’t include a charger. Jun went on to explain that Xiaomi’s decision was its response to the ‘call of technology and environmental protection.’ Now, the Xiaomi chief also shared an image of the Mi 11’s retail package, and going by how slim it is, it becomes quite apparent that it lacks a core accessory (Read: charging brick) that takes its own sweet space.

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In a previous post, Jun mentioned that the company will be announcing a major decision regarding the upcoming Mi 11 flagship, alongside an image showing multiple charging bricks in an open box resembling a gadgets trash bin. The message was loud and clear, but Jun’s latest post just confirmed it. And it is quite likely that the new ‘no-charger policy’ might trickle down to the budget phones as well.

Now, Xiaomi was among the first brands to take a jab at Apple with a cheeky unboxing video saying that the company didn’t leave anything out of the box with its latest flagship – the Mi 10T Pro (Review). However, it appears that the company might have to launch a pretty convincing marketing campaign to make the audience understand Xiaomi’s commitment towards the environment, which actually means convincing them to spend extra cash on a charging brick.