Creating vivid experience

Xiaomi redefines its flagship category by launching two devices in the UAE

By Muhammad Ali Bandial

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Arjun Batra, Country Heat, Xiaomi UAE at the launch event of the Xiaomi 12 series.
Arjun Batra, Country Heat, Xiaomi UAE at the launch event of the Xiaomi 12 series.

Published: Thu 31 Mar 2022, 2:02 PM

Last updated: Thu 31 Mar 2022, 2:21 PM

With the goal of letting everyone in the world to enjoy a better life through innovative technology, Xiaomi has set about accomplishing its vision with full commitment. Today, Xiaomi is a Global Fortune 500 company, it is are present in over 100 countries around the globe, with active users numbering more that 500 million all over the globe. To continue its mission and vision of creating better lives through innovative technology, the brand has invested a total of $15.7 billion in research and development (R&D) over the next five years. Investment in R&D enables the brand to explore future technologies and create new inventions to make the world a better place. These details were shared by Arjun Batra, Country Head at Xiaomi, UAE at the launch event of the Xiaomi 12 series.Some examples of Xiaomi’s innovation from the previous years include Xiaomi Cyberdog, a bio-inspired quadruped robot built with an open-source platform for developers to build upon. Carrying this commitment further, Xiaomi recently launched the all-new flagship Xiaomi 12 Series in the UAE overlooking The Palm Jumeirah in Dubai. The new series media event introduced two groundbreaking devices: Xiaomi 12 Pro and Xiaomi 12.

Designed to empower users around the world with a cutting-edge videography studio and entertainment powerhouse, Xiaomi 12 Series delivers impressive advancements in Xiaomi’s AI algorithm, flagship processing power, and an all-round elevated experience. The latest offering promises to deliver unparalleled smartphone experience with an award-winning display,studio-grade cinematography, and industry-leading performance.

Capture cinematic shots at any time

Xiaomi 12 Series enables users to record studio-quality shots, no matter the scenario, be it challenging lighting conditions or moving objects. All three phones boast a pro-grade triple camera array for versatile shooting, starring a massive 50MP main wide angle camera, with 8K recording capabilities on both Xiaomi 12 Pro and Xiaomi 12.

Xiaomi 12 Pro stands out with its state-of-the-art triple 50MP array, which features a cutting-edge Sony IMX707 ultra-large main sensor. This sensor is capable of catching large amounts of light and empowers advanced imaging capabilities with faster focus speeds and increased colour accuracy. Xiaomi 12 features a 13MP ultra-wide angle camera, along with a 5MP telemacro camera, for filming life from different perspectives.

Beyond impressive hardware, Xiaomi 12 Pro and Xiaomi 12 also advance Xiaomi’s proprietary AI algorithms. These innovations make it easier than ever for users to record every moment the way they want to, even in low-light or moving subjects. Xiaomi ProFocus intelligently identifies and tracks objects, preventing blurring or out-of-focus shots of moving or veiled subjects. These advancements also include eye and face auto focus capabilities. Ultra Night Video uses Xiaomi’s proprietary algorithms to record video even under extreme low-light, meaning moody, atmospheric shots are clearer than ever. Available on all three devices, One-click

AI Cinema offers numerous creative options for show-stopping video editing, such as Parallel World, Freeze Frame Video, and Magic Zoom modes.

Flagship processing, unprecedented performance and power-efficiency

Flagship experience requires flagship performance. Xiaomi 12 Series features advanced Qualcomm Snapdragon mobile platforms. Xiaomi 12 Pro and Xiaomi 12 boast a Snapdragon 8 Gen 1 processor — Qualcomm's most advanced mobile platform. Built on a 4nm process, this processor also boosts GPU graphic rendering capabilities by 30 per cent and energy efficiency by 25 per cent when compared to the previous generation.¹

For optimal product experience, Xiaomi 12 Series packs a high-performing cooling system, bolstered by a super-large vapor chamber and multiple layers of graphite to offer a leading-cooling capability.

All-around elevated entertainment experiences

Xiaomi 12 Series not only lets users capture every moment in exquisite detail, but also allows them to relive those moments in astonishing detail via an exceptional entertainment experience.

Both devices offer vivid viewing on an AMOLED Dot Display rated A+ by DisplayMate, and with TrueColor support. For added peace of mind, the display features scratch-resistant Corning Gorilla Glass Victus, and supports Dolby Vision, the industry’s leading imaging technology that brings content to life with vibrant colour and details. Xiaomi 12 Series also supports HDR 10+. Xiaomi 12 Pro is SGS Eye Care Display Certified, showing care for users’ long-term visual health during marathon sessions.

Meanwhile, Xiaomi 12 Pro redefines the flagship display with incredibly smooth viewing, scrolling, swiping, and sliding. The device’s highly power-efficient 6.73-inch WQHD+ display leverages AdaptiveSync Pro to intelligently adjust dynamic LTPO display between 1Hz and 120Hz based on content.

Xiaomi 12 delivers Xiaomi’s most colourful smartphone display to date, with more than 68 billion colours on 6.28-inch full-HD+ displays. Both feature 120Hz AdaptiveSync, for an impressively high-definition, vibrant, and flicker-free display that conveys every detail.

No cinematic experience is truly complete without pro-grade audio. Xiaomi 12 Series features sound by Harmon Kardon, and creates an immersive audio experience powered by Dolby Atmos, delivering spatial sound with rich detail, clarity, and realism across all your favourite entertainment. Xiaomi 12 Pro’s quad speakers — in the form of two tweeters and two woofers — deliver clear details and cover an astounding range of sound. Xiaomi 12 delivers balanced stereo sound ideal for immersive gaming or video.

To optimise core user experience further, Xiaomi 12 Series incorporates MIUI 13, released globally earlier this year. The update includes faster storage, higher background process efficiency, smarter processing, and longer battery life. New features in the upgraded experience include Xiaomi’s proprietary liquid storage, atomised memory, focused algorithms, and smart balance.

Next-generation charging

To ensure Xiaomi 12 Series delivers pro-grade cinematic and entertainment experiences all day, the devices deliver next-level charging speed and safety.

Xiaomi 12 Pro features incredibly fast 120W Xiaomi HyperCharge. With a 4,600mAh battery fully charged in just 18 minutes using boost mode, Xiaomi 12 Pro delivers next-generation charging capabilities that keep up with user demands.²

Xiaomi 12 fits 4,500mAh batteries into compact body designs. It supports 67W wired turbo charging for speedy power-up. Xiaomi 12 Pro and Xiaomi 12 also support 50W wireless charging and 10W reverse charging.

Xiaomi 12 Pro and Xiaomi 12 both leverage Xiaomi AdaptiveCharge, a smart charging algorithm that learns and adapts to charging habits, which prolongs battery life.

Flagship capabilities packaged in an iconic design

These portable pocket-sized studios fit comfortably in the palm of your hand thanks to Xiaomi 12 Series’ iconic and user-centered design. Slimmer high-capacity batteries and a narrower ridge gap save precious space within the device. Xiaomi 12 Pro’s 6.73-inch display is encased in a sleek middle frame with sophisticated 3D curves. Meanwhile, Xiaomi 12’s 6.28-inch display measures just 69.9mm in width and is accented by smooth curves for a perfect fit.³ Both devices are available in gray, purple, and blue.

YouTube Premium Free of Charge

Xiaomi 12 Series customers will receive up to three months of YouTube Premium free of charge, a move to give users access to the best content ad-free and offline, where available.⁴ The benefits include a subscription to YouTube Music Premium where users can get unlimited, ad-free access to more than 80 million official songs plus live performances, covers, and remixes.

Market Availability

Xiaomi 12 Pro comes in two variants, 8GB+256GB, 12GB+256GB, and recommended retail price starts from Dh3,799.

Xiaomi 12 comes in three variants, 8GB+128GB, 8GB+256GB, 12GB+256GB, and recommended retail price starts from Dh2,999.

¹ Data from 2022 Qualcomm Technologies, Inc.

² Data sourced from Xiaomi labs.

³ Product weight and related specifications are theoretical values only. Actual measurements between individual products may vary. All specifications are subject to the actual product.

⁴ Availability may vary by region. New users only. Terms apply. Form of payment required. Cancel anytime.

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