Xiaomi to partner with Leica Camera

Xiaomi announces a collaboration with Leica Camera, a well-known German camera manufacturer.

“The first imaging flagship smartphone jointly created by the two firms will be formally introduced in July this year,” Xiaomi stated.

The phone is most likely going to be the Xiaomi 12 Ultra, which will have a better camera than the current flagship, the Xiaomi 12 Pro.

Xiaomi, on the other hand, has not revealed the name of the next gadget.

Xiaomi isn’t the first company to announce a relationship like this.

Vivo already has a relationship with the Zeiss group, a well-known German lens and camera manufacturer.

Whereas, Oppo and OnePlus have a deal with Hasselblad, a Swedish camera manufacturer.

Collaboration with camera businesses is one of the methods for smartphone firms to drastically improve their current performance.

Xiaomi will be looking for a similar degree of success with the Leica logo.

Previously, the Leica logo could be found on Huawei’s flagship P and Mate series.

Leica Camera is a German brand noted for producing high-quality lenses and cameras.

Leica cameras are frequently marked with a red dot, which distinguishes them from other brands.

Xiaomi’s knowledge and experience in mobile imaging will be expanded thanks to the agreement.

“This cooperation (with Leica) 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,” Lei Jun, founder, chairman and CEO of Xiaomi Group said.

“It is an honor 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,” Matthias Harsch, CEO of Leica Camera AG said.