Xiaomi announced its partnership with Leica, a German camera manufacturer. As per the company, the first imaging flagship smartphone developed in collaboration between the two companies will be unveiled in July of this year. Through extreme technological breakthroughs and aesthetic pursuits, both companies are eager to continue exploring the optical performance and photographic experience in the mobile imaging era.
“Xiaomi focuses on creating the ultimate user experience and has always hoped to explore the capabilities of smartphone photography to the extreme. Xiaomi and Leica agree with each other’s pursuits and ideas and appreciate each other’s advantages and industry. This cooperation will provide a strong boost to Xiaomi’s imaging strategy. During the cooperation, from optical design to tuning aesthetic orientations, the innovative technologies, product philosophies and imaging preferences of both parties have experienced unprecedented in-depth collision and fusion.” says Lei Jun, founder, chairman and CEO of Xiaomi Group.
This isn’t the first time a smartphone manufacturer has teamed up with a photography firm. OnePlus and Oppo previously partnered with Hasselblad to include the brand’s imaging capabilities in their flagship smartphones. Not to mention, the Xiaomi 12 Ultras is said to have Leica optics. Last year, Xiaomi released the Mi 11 Ultra, its most premium smartphone to date, which featured the most up-to-date camera capabilities, setting it apart from Samsung, Apple, and OnePlus, which are known for offering pro cameras in their S22 Series, iPhone 13, and OnePlus 10 devices, respectively.
Leica Camera has been making lightweight cameras favoured by street photographer pioneers and world-class optical lenses. Moreover, Leica cameras, recognisable by their ‘red dot’ branding, are German engineering at their best. With the partnership, Xiaomi’s imaging strategy will benefit significantly from this partnership. Leica promises to offer incredible image quality, classic Leica aesthetics, and unrestricted creativity to mobile photography consumers, ushering in a new era of mobile imaging.
“It is an honour to announce the long-term strategic cooperation with Xiaomi today. Leica and Xiaomi are both global premium brands and during this unprecedented deep cooperation process, both parties have successively worked on the goal of providing customers a new era of mobile photography. We are convinced that the first jointly developed imaging flagship smartphone makes the pioneering progress of both companies visible. We will provide consumers in the field of mobile photography exceptional image quality, classic Leica aesthetics, unrestricted creativity, and will open a new era of mobile imaging.” adds Matthias Harsch, CEO of Leica Camera AG.
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