The first game is much creepier than the second, I think due to a combination of the character designs, the writing and the general plot. The second game feels more akin to Danganronpa, in that the characters and setting are a bit surreal. Because it was a 3DS game, it also uses cartoony 3D models that make everything a bit lighter and less gritty than the original game. I haven’t played the third one yet (still need to get around to 100% completing the second game).
Xiaomi isn’t actually that big in China AFAIK. There is a lot of competition, not just from Apple but all the other Chinese vendors, most of whom are larger. Huawei, Honor, VIVO and Oppo all have at least an equivalent, if not larger, segment of the Chinese market.