Typical case for competitive marketing

When you are about to buy a mobile phone, which brand jumps out first in your mind? Apple iPhone is undoutedly the one leading the option list in the market. But what are the alternatives ? If you don’t have enough budget or you need an Android for a particular purpose, which brand are you thinking of right away when you are composing the list ? Years ago, Huawei was always marketing with the slogon “To overcome Apple in the industry”. You would think of Huawei phone unconciously when you are reviewing the configuration of iPhone. How about now ? Maybe you’ve already paid attention to Xiaomi in recent years. Xiaomi CEO Jun Lei has been saying that Xiaomi will fully model itself on Apple. It’ll produce mobile phones with same or superior experience than iPhone. Is that possible ? We can’t conclude yet. However, by comparing earning report of two companies, the spending on development , gap of talents and supply chain controlling can’t give out any optimistic prediction for Xiaomi yet. Why do they keep on marketing with something they can’t make it for a while ?