Xiaomi Aims to Capture Attention
Even though this week marks what could be the most significant phone launch of the year, Xiaomi is striving to attract some of the spotlight.
Xiaomi Steps Up Before the Giants
Unless something dramatically changes, Apple is set to reveal its initial foldable smartphone on Wednesday. This is particularly noteworthy, as while the company lags behind its Android competitors, when the iPhone makes a move, it garners attention.
The primary concern, apart from pricing, is whether Apple can refine the design on its initial try. The iPhone Ultra, iPhone Fold – or whatever the final name may be – is expected to feature a wide ‘passport-style’ format.
Android in the Lead
Manufacturers using Android have already made strides with the freshly unveiled Samsung Galaxy Z Fold 8 (shown below), which has significantly altered the screen aspect ratios compared to earlier models.
The device has been exceptionally popular, despite the challenges faced by the tech industry in 2026, and Xiaomi is the next in line for a widescreen foldable.
The Launch of Xiaomi 18 Fold
The Xiaomi 18 Fold officially debuts today. Curiously, it hasn’t been extensively leaked beforehand as is usually the case.
Misjudged Timing
The launch date, occurring just two days before the major Apple presentation, is certainly intentional. However, there’s a significant drawback to this.
It’s all well and good for Xiaomi to create a buzz surrounding its competitor to the iPhone Ultra in the same week, but I feel this may be a tease for many potential customers.
Exclusive to China?
Similar to many of its other premium devices – like the Xiaomi 17 Pro Max, for instance – I suspect the 18 Fold won’t be available outside of China.
We’ll have to see for certain, but I would bet on it, with only a slim chance of a broader release later, particularly after Xiaomi indicated on X that the phone will “launch in the Mainland China” [sic].
IFA 2026: A Lost Opportunity
This is especially peculiar, and quite a tease, as Xiaomi selected IFA 2026 to reveal the 18 Fold. IFA is Europe’s largest tech exhibition, held yearly in Berlin, and this year marked Xiaomi’s inaugural participation.
The 18 Fold garnered considerable attention and was the highlight smartphone of the event, but it is regrettable if Xiaomi is merely showcasing to Europe (and the UK) what is unattainable. I hope I’m mistaken, but unfortunately, I don’t think I am.
Update: The Show is Over
Update: Xiaomi has wrapped up its launch event for the 18 Fold, along with the Pad 9 Pro Max tablet, without any mention of the phone’s availability outside of China.
It has been stated that the foldable device is available for pre-order now, with a release date set for September 10. Its starting price is CNY10,999 (approximately £1,200/$1,600) for the base model (12/256GB) and it also offers a special ceramic variant priced at CNY15,999 (around £1,700/$2,400), which is limited to 1500 pieces.
We will keep you informed regarding any potential global launch of the Xiaomi 18 Fold.
Conclusion
Foldable Hopes, But Not Devices
Xiaomi’s 18 Fold might seem like the next great innovation, but unless you are planning a trip to China, it’s likely just a fantasy for the rest of us.
