After months of rumors, Chinese firm Xiaomi has officially announced a partnership with German camera developer Leica. Their feature phone is due out next July with the promise of ushering in a “new era of mobile imaging.”
On paper, the words of Xiaomi are dreamy, the company directly reveals its new goal (no pun intended). There is really nothing surprising about this type of partnership, the phenomenon has been multiplying for several years now. Staying in the field of photography and among other things, Hasselblad has already collaborated with Motorola before continuing with One Plus and Oppo, Carl Zeiss for Nokia and even… Leica for Huawei. Producers know that the argument for photography is important to the public, and partnering with a photography designer means pushing the boundaries of his range and taking it to the next level. This is exactly what Xiaomi is aiming for.
If the smartphone to be presented this summer, the collaboration is still rumored. The release of Xiaomi 12 Ultra is scheduled for this summer, and this change may well affect it, but it is not known how far Leica plans to go with modifications to the smartphone. The 12S and 12S pro models may also be affected. These are the top models of the Chinese brand.