The 'Apple of China' is revealing its new smartphone 1 day before the iPhone 8 launches

Xioami mi mix 2Starck/FacebookThe Mi Mix 2, as seen in a conceptual product design video.

On September 12, Apple is due to formally announce the eagerly anticipated iPhone 8 — a high-end device with an almost edge-to-edge screen.

One day before, on September 11, another high-end device with an almost edge-to-edge screen will launch — from Xiaomi, a tech startup sometimes referred to as the “Apple of China.”

As previously reported by The Verge, The Chinese electronics firm is gearing up to formally reveal the Mi Mix 2. A designer has already shared a “conceptual product design” video, while a managing director has teased its design in a tweet.

Xiaomi, once the most valuable startup in the world, has previously built phones that are similar in design to Apple’s — so much so that Apple design chief Jony Ive once accused the company and others like it of “theft.” Its CEO has also adopted a Steve Jobs-esque demeanour, borrowing his outfit and signature “one more thing” line.

But in recent years, Xiaomi’s products have been more differentiated — and the firm has even poked fun at Apple in presentations, making unflattering comparisons between its products and Apple’s allegedly inferior offerings.

Tweet Embed:

Mi MIX 2 ???? ???? ????

The iPhone 8 — alternately referred to as the iPhone Edition, iPhone X, or iPhone Pro — marks ten years since the first iPhone was unveiled. It is rumoured to feature a radical redesign with an almost bezel-free screen with no physical home button, a revamped camera, facial recognition tech for unlocking the device, and a glass back.

But its almost edge-to-edge screen, while new for Apple, isn’t the first of its kind. The original Xiaomi Mi Mix, announced in 2016, helped pioneer the design. Other major manufacturers including Samsung have also already launched flagship phones with near-edge-to-edge screens earlier in 2017.

Business Insider Emails & Alerts

Site highlights each day to your inbox.

Follow Business Insider Australia on Facebook, Twitter, LinkedIn, and Instagram.