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Why is the same phone launched multiple times?

A reader wonders what the point is of launching the same phone for different markets at different times.

Erik Mörner
Published

Question: What's the deal with launches in different countries at different times? The Xiaomi 15 series, for example, is already launched in China, as is the Oneplus 13, but we have to wait until sometime in the spring in Europe? What are they thinking?

Erik Mörner answers: Yes, that is becoming increasingly common as Chinese brands grow in significance. Xiaomi has been doing this for a while. In China, they don't have Google's app store, so it's a different version software-wise that is released there. Oneplus used to release globally, but in recent years they have switched to launching first in China and then in the rest of the world, perhaps as part of their increasingly close collaboration with Oppo with shared strategies and products. Apple always releases globally, but the sales start can often be limited to a few countries with the USA leading, as with Vision Pro. Samsung usually launches globally, but even there we've seen examples recently where the Samsung Galaxy Z Fold 6 Special Edition is only released in South Korea so far and may never come to other countries.

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