Tech giant Xiaomi has announced that it is entering into a partnership with German camera maker Leica for mobile imaging. Together both these brands will work on cameras for Xiaomi flagship phones. Xiaomi will be the 3rd brand to enter into such a partnership with Leica after Huawei (P Series and Mate Series) and Sharp.
The first co-developed smartphone is confirmed to launch in July 2022. Although Xiaomi has not confirmed the name of this device, it could be Xiaomi 12 Ultra that has been in the news for having Qualcomm’s Snapdragon 8+ Gen 1 Chipset. Read more about this latest chipset here.
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“This cooperation will provide a strong boost to Xiaomi’s imaging strategy. During the cooperation, from optical design to tuning aesthetic orientations, both parties’ innovative technologies, product philosophies, and imaging preferences have experienced unprecedented in-depth collision and fusion.” Lei Jun, Chief Executive officer of Xiaomi Group said.
Xiaomi claims that the partnership will include cooperation in optical design, aesthetic orientations, and imaging preferences. Xiaomi is not the 1st brand to enter into such a partnership. Before Xiaomi, OnePlus partnered with Hassleband and Vivo with Zeiss for better photography opportunities.
With this association, Xiaomi will hope to address one of the biggest weak points of its devices as compared to Samsung, Apple or Google flagship phones. This is because cameras from Leica come with a “red dot” branding, making them stand apart from the others.
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“It is an honor to announce the long-term strategic cooperation with Xiaomi today. Leica and Xiaomi are both global premium brands. During this unprecedented deep cooperation process, both parties have successfully worked on the goal of providing customers with a new era of mobile photography,” said Mathias Harsch, CEO of Leica Group.
