Today, the Chinese smartphone giant, Xiaomi has officially announced that it has signed a strategic partnership with the renowned German camera brand, Leica Camera, on imagery technology to launch the first product in July this year officially. The information is contained in a press release signed by the founder, chairman, and CEO of Xiaomi Group, Lei Jun.
According to Lei Jun, the strategic partnership will furnish a strong advanced imagery technology to Xiaomi, whereby both parties will breakthrough technologies, product philosophies, and imaging preferences undergo unprecedented in-depth collision and fusion during the collaboration, from optical design to aesthetic orientation adjustment.
However, as per the information the first smartphone to feature the Leica Camera product is expected to be launched in July this year, which is likely the Xiaomi 12 Ultra, which will offer a more advanced camera experience compared to the current flagship in the Xiaomi 12 Pro. Although the Chinese smartphone giant has not yet confirmed the name of the upcoming device.
Recall that earlier this month, we reported that the upcoming Xiaomi 12 Ultra will feature a Leica camera design, which was leaked by the popular reliable leaker @Slashleaks, via its Twitter page. Similarly, the smartphone is expected to be officially unveiled in July this year, featuring Qualcomm’s Snapdragon 8+ Gen 1 processor.
Over the years, many smartphone companies have been teaming up with camera brands to provide their users with the most desirable camera experience. For instance, Vivo already has an alliance with the Zeiss group, a well-known German lens, and camera manufacturer. In contrast, Oppo and OnePlus have a deal with Hasselblad, a Swedish camera manufacturer.
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. With the Xiaomi partnership, the brand will extend its expertise and experience to mobile imaging for users’ convenience.
Speaking on the partnership, Le Jun, founder, chairman, and CEO of Xiaomi Group said in a press statement thus:
“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.”
On the other hand, Matthias Harsch, CEO of Leica Camera AG said:
“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 with a new era of mobile photography.”