GSMArena reports that Xiaomi released its first batch of Mi4 smartphones, selling through them in just 37 seconds in China.

The Mi4 is Xiaomi high end smartphone selling for a competitive price around £300. Xiaomi is a real threat to the likes of Samsung and even Apple. Last year Xiaomi acquired one of Google’s top brass with the aim of expanding their horizons outside of China.

If Xiaomi manage to master sales outside of China, the playing field could get quite interesting.