Xiaomi’s 2025 has been a record in several aspects, but also the certification of something that we had been seeing coming for a long time: the end of the Xiaomi that we knew. And it gives way to a new, much more interesting Xiaomi.
Why is it important. For years, Xiaomi was the company that made the margins of Apple and Samsung a war to fight. His promise was, above all, the price. Now, for the first time in its history, the smartphone segment has decreased by 2.8% in revenue while the electric car and AI segment has grown by 224%.
The company that built its identity on bargain He has started talking about something else.
The panoramic. Total revenue in 2025 exceeded 450 billion yuan (about 57.7 billion euros), 25% more than the previous year and the first time that the company has surpassed the 400 billion barrier.
Adjusted net profit reached 39.2 billion yuan (about 4.95 billion euros), an all-time high. But the real headline is in the composition of that revenue: a year ago, the smartphone and IoT device business represented 91% of the total. It has now fallen to 76.8%. Fourteen percentage points in a single year is too abrupt a drop not to assume that we are facing a different scenario.
Between the lines. The segment that Xiaomi calls “smart electric vehicle, AI and other new initiatives” has achieved its first year with positive operating profit: 900 million yuan (about 114 million euros). The figure seems modest, but in reality it hides an intentionally opaque financial architecture. That same segment has increased its operating expenses by 87.7% year-on-year, to 24.8 billion yuan.
Included are the costs of the car, but also the billion-parameter MiMo language modela robotics program, the development of own chips and the AI agent platform Xiaomi miclaw. That is to say: the profits from the car are financing the company’s AI bet. And in 2026 that balance could be broken: Xiaomi has committed 16,000 million yuan (about 2,020 million euros) only in AI and “embodied intelligence” this year, part of a three-year plan of 60,000 million.
The contrast. While the car moves forward, the phone moves backwards. The gross margin of the smartphone segment has fallen from 12.6% in 2024 to 10.9% in 2025, and in the fourth quarter it plummeted to 8.3%. The reason is the memory crisis: the demand for AI data centers has generated a bullish supercycle in DRAM and NAND prices which is swallowing the profitability of any mobile manufacturer.
In the end, the same AI boom that Xiaomi is trying to capitalize on is what is eroding its core business. The company that financed its expansion based on tight margins in mobile phones now discovers that those margins are unsustainable precisely because of the trend it wants to lead.
- For years, the label that best defined Xiaomi was “the Chinese Samsung”: a company with a very wide range of products, presence in all price segments and a business model built on volume.
- Now the accounts point in another direction. The growing weight of the ecosystem of services on a base of premium hardware, the car as an aspirational extension of the brand and the own AI models integrated into all devices draw something more similar to Apple: a closed ecosystem where the hardware is the gateway and the services are the margin. The CEO of Ford already drew this parallel.
With the difference that Xiaomi also makes the car. Apple doesn’t do that.
The context. This shift has not come overnight. We have been seeing for years how Xiaomi patiently built its premium jump, first with Leica cameras, then with a SU7 that aimed directly at Tesla and Porsche. What the 2025 results confirm is that this repositioning is no longer a declaration of future intentions: it is the present financial reality of the company.
One detail: 60% of buyers of the SU7 They are iPhone users, a sign that Xiaomi is capturing the consumer who pays for ecosystems, not specifications.
The big question. Can a single company simultaneously maintain an under-pressure smartphone business, scale an electric car operation with some fiscal uncertainty, and fund an AI program with indefinite to delayed returns?
The 754 million monthly active users and the 1,080 million connected IoT devices that Xiaomi has are an argument for optimism, but maintaining three demanding fronts at the same time, with the business that finances them under siege, is the great challenge that Xiaomi has ahead of it for this new stage.
Featured image | Xiaomi
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