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Xiaomi incepted a sub brand called POCO in 2018 and introduced POCO F1 as the first device in their new sub brand. The aim of Xiaomi behind starting a separate brand was to introduce flagship grade hardware at an economical price to compete with other brands such as Samsung and OnePlus. After the POCO F1 the company didn't launched any other device in this separate lineup. But now, Xiaomi is spinning off POCO as a separate company which will now run independently and hopefully we will see a successor to the POCO F1 among others.
Xiaomi India CEO Manu Kumar Jain confirmed that the POCO brand is now independent of Xiaomi and will operate on its own from now on. Which means that the brand will not fall under Xiaomi's umbrella and will have its own team and market strategy. The brand has already made a name for itself with just one smartphone. POCO F1 was launched in 50 countries almost two years ago for a $300 price tag and it performed extremely well in its segment. Currently the company has about 300 employees and shared resources with Xiaomi. But now, according to the official statement, it will have a different structure all along.
The main reason for the split is considered as Xiaomi has now itself indulged in making high end smartphones under Mi and Redmi brands. Xiaomi is also making 5G enabled smartphones because it is now considered an essential feature in premium smartphones. POCO will reportedly work on just 4G right now so it won't compete with premium smartphones by Xiaomi. The company wants to introduce flagship smartphones under Mi line-up and high end phones under the Redmi brand. It is not yet clear why Xiaomi didn't introduced a successor to POCO F1 despite the proclaimed success of the device.
