Barely a few months after the release of the original Mi 11, Xiaomi has just released its more premium siblings Mi 11 Pro and Mi 11 Ultra.

There is nothing subtle about Mi 11 Ultra. Its humongous bump on the back of the phone packs a triple camera (50MB + 48MB telephoto + 48MB ultrawide) with a combination of 5x optical and 120x digital zoom. Xiaomi even managed to “squeeze” in a 1.1-inch secondary screen on the back of the device, which will enable having selfies using the rear cameras.

The smartphone is powered by a massive 5000 mAh battery with fast charging of up to 67W, which the company claims can charge from 0% to 100% in 36 minutes. It also features the Snapdragon 888 processor and a 120Hz AMOLED 6.8-inch curved display.

Together with its massive specs, comes a massive price tag. It’s largest version (12GB RAM and 512GB storage) costs RMB 6999 / €1249 retail price, which is not only the most expensive ever for Xiaomi smartphone, but it is in a similar range as the likes of Samsung's Galaxy S21 Ultra or Apple's iPhone 12 Pro Max.

Obviously, with the Mi 11 Ultra Xiaomi wants to position itself as a more premium brand, and it aims for Huawei’s P and Mate series market share, but that still begs the question whether Xiaomi has the brand reputation to carry such a hefty price tag.