Xiaomi jumps into the cutthroat laptop market

Xiaomi is getting into the laptop business at what looks like the worst time to be making PCs. The company is releasing two models of its Mi Book Air, which aims to go toe-to-toe with Apple's MacBook and MacBook Pro series of laptops, as the name suggests. However, the similarities are not only limited to the name. The laptops are encased in metal that is very reminiscent of MacBook computers. If it were not for the lack of a logo on the outside, people might mistake it for a MacBook when it is closed up.

The larger, more expensive Mi Book Air has a 13.3in screen with full-HD resolution. It runs an Intel Core i5-6200U with 8GB of RAM and a 256GB SSD. One of the more enticing things about this laptop is that it has a dedicated Nvidia GeForce GTX 760M graphics card. This should make it better for gaming than many other laptops in its class, which Xiaomi pointed out. The laptop charges with a USB-C port and the battery life is advertised as 9.5 hours. This setup will cost China consumers 5,000 yuan, or about $750.

The more affordable model is only 3,500 yuan, or about $525. The specifications are lower, but there are some advantages as well. This unit has a 12.5in screen, so it is a little lighter than the larger model. It has no graphics card, however, and runs a Core-M processor with 4GB of RAM and a 128GB SSD.

Both price and design are right, but many technology journalists could not help but notice the bad timing. Many believed it was too little, too late as Xiaomi works to increase sales that have been hurt by a tough smartphone market. But there are signs of life in the PC space. In the US, PC sales grew, showing that consumers in other healthy economies could soon be looking to replace aging computers. Gaming computers are also one of the areas that have been growing, along with detachable laptops and other two-in-one tablets. Since it is only running a Core-i5, the Mi Book Air is not typically what the most enthusiastic gamers will turn to first. However, at $750, it could offer a good value for people who do not have the budget for something more high-end or just want to do some gaming for entertainment on a machine mostly used for work.

There is no word on when or if the Mi Book Air will leave China. It could make Xiaomi vulnerable, as the China PC market is projected to see a 10 percent decline. Xiaomi might believe it has found a way to provide value in a declining market, though. Consumers might be replacing computers less frequently, but eventually they have to. Tablets and smartphones are not dethroning PCs for work. The key is having an attractive product that consumers are likely to choose when they finally upgrade. Recently, that has been powerful laptops that can work as gaming machines or lightweight computers that can double as a tablet.