We have been hearing about MIUI’s next major software update – MIUI 11 – to be in the works for quite some time now. Xiaomi has itself teased that it is working on their much-anticipated software refresh. It strives to once again stand tall against all other custom ROM experiences out there, especially OxygenOS, with a kitty of new features and fixes based on user feedback.

MIUI was once admired by users for its expansive theming options and rich feature set.  It’s one of the reasons that made Xiaomi phones stand out from their competitors. But, of recent, Xiaomi is constantly bashed for slipping ads (that too some intrusive ones) into most of its budget phones, although thankfully, there is a way to turn off ads in MIUI. The same wasn’t the case until a couple of years ago but an attempt at keeping prices low and capping profits at 5% for the hardware business does twist your hand to find new tricks to earn money.

Ads were the gameplan for Xiaomi, however, the massive backlash has seen the Chinese giant work towards fixing the experience. It already made it possible for you to turn off most of the ads, not hinder key functionalities with ads, and more. However, the MIUI development team has now decided to further reduce ads across the UI.

Now, Xiaomi’s Product Director and General Manager for MIUI Experience briefly talked about ongoing MIUI 11 developments. It has been revealed that the update will place a focus on reducing the number of ads and improving stability across the system.

The company is looking to debloat MIUI and deliver to users a streamlined and superior user experience. Also, you can clearly learn that ads are here to stay. It’s just that the upcoming MIUI 11 update will see improved and optimized placement of ads. Xiaomi is currently monitoring ads in its software and how it affects the user experience. Thus, it could be possible that Xiaomi will sacrifice on some ad revenue to retain users and only further sales in the coming years.

There is currently no official information on the new feature set that will debut with MIUI 11. We also don’t know when Xiaomi will start testing or rolling out MIUI 11 to the users. So, stay tuned for more updates on MIUI 11 and the never-ending saga of ads on Xiaomi phones.