Xiaomi launches the 6.36" Xiaomi 15 and 6.73" Xiaomi 15 Ultra in the EU and the UK, offering Snapdragon 8 Elite, 120Hz displays, and more, for €999+ and €1,499+
Introduction — Xiaomi introduced the 15 and 15 Pro in China back in October … Moneycontrol : Xiaomi 15 Ultra, Xiaomi 15 goes official at MWC Barcelona 2025: Price, specs and everything else you need to know Dominic Preston / The Verge : Xiaomi 15 Ultra review: ugly phone, beautiful camera Danny D'Cruze / Business Today : Xiaomi 15 series unveiled with Leica design, AI features; check India launch details Mishaal Rahman / Android Authority : More Android phones should copy how the Xiaomi 15 offers its AI writing tools Mishaal Rahman / Android Authority : The Xiaomi 15 can be located via Google Find My Device even when it's powered off GSMArena Official on YouTube : Xiaomi 15 Ultra full review Akash Dutta / Gadgets 360 : Xiaomi 15 Ultra, Xiaomi 15 India Launch Confirmed for March 11 GSMArena.com : Xiaomi 15 review Andrew Lanxon / CNET : I Tested the Xiaomi 15 Ultra for 2 Weeks: Here's Everything You Need to Know Mat Gallagher / T3 : Xiaomi 15 and 15 Ultra harness Leica for a photographer's kit bag of cameras Arjun Kharpal / CNBC : Xiaomi launches $1,600 Samsung phone challenger as it rides 300% stock rally to record high Sam Rutherford / Engadget : The Xiaomi 15 Ultra is a Leica-powered photo showcase Adrian Weckler / Irish Independent : Review: Xiaomi 15 is a great, but pricey, premium all-rounder Dominic Preston / The Verge : Xiaomi brings its 15 and 15 Ultra flagships to Europe — but the US misses out Threads: Mishaal Rahman / @mishaal_rahman : I've had the Xiaomi 15 Ultra for over a month now, and I've been absolutely loving it! The dual-tone design reminiscent of a classic camera and the insane camera hardware itself are great. The rest of the phone is top-tier too. … X: Max Weinbach / @maxwinebach : I've had the Xiaomi 15 Ultra for a little over a month and it's easily the best Android phone right now with the best camera right now [image] Kartikey Singh / @that_kartikey : Xiaomi 15 Ultra has evolved a lot from previous generation 14 Ultra. The Main, Ultrawide camera, Telephoto and the Selfie everything has been upgraded. The skin tone, highlight control and the crazy fast focusing. Very impressive [image] Adrian Weckler / @adrianweckler : The Xiaomi 15 is a pretty nice phone. But when it's pricier (€1,099) than an equivalent Samsung Galaxy S25, without any single killer feature, I'm not sure how many people will consider buying one. Anyway, review here: https://www.independent.ie/... [image] Forums: r/XiaomiGlobal : Xiaomi 15 Ultra hands on r/Android : Xiaomi 15 Ultra officially showcased, camera specs also revealed - gsmarena.com r/Android : Xiaomi 15 Ultra review - GSMArena r/Android : Xiaomi 15 Ultra arrives with 200MP 100mm telephoto camera
Context & Ripple Effects
Xiaomi’s European flagship path has moved from the camera-led 12S Ultra to the €1,499 Xiaomi 14 Ultra, which paired a 6.73-inch 120Hz panel with Qualcomm’s then-current top chip. The Xiaomi 15 lineup retains the compact 6.36-inch model alongside a larger Ultra rather than treating premium hardware as a single-device proposition.
The launch also extends Xiaomi’s Leica-associated imaging positioning, building on the 12S Ultra’s one-inch-sensor camera focus, into the EU and UK at established premium price points.
First-order effects
- EU and UK buyers gain a €999-entry Xiaomi flagship and a €1,499 Ultra tier, both using Snapdragon 8 Elite hardware and 120Hz displays.
- Xiaomi now has a two-size flagship offer in these markets, while the Ultra concentrates its Leica-branded imaging proposition in the higher-priced model.
Second-order effects
- The matching €1,499 starting point with the prior Xiaomi 14 Ultra makes Xiaomi’s ability to hold premium pricing more dependent on visible generational differentiation than on a lower entry price.
- Android rivals competing for camera-focused buyers face a more explicit two-tier Xiaomi lineup: a smaller flagship at €999 and a larger imaging-led Ultra above it.
Third-order effects
- If Xiaomi can sustain this cadence, the European Android premium segment will increasingly be organized around tiered flagship portfolios, with camera partnerships and larger-format Ultra models serving as price-segmentation tools.
- The absence of a US launch underscores that premium Android competition can remain regionally uneven even as chipset platforms and flagship specifications become more standardized.
The trend: This is another step in the tiering of Android flagships, where a compact premium phone anchors the range and an imaging-branded Ultra model supports the top price tier.