Xiaomi and Leica Camera announced a mobile imaging partnership on May 23. In July, the two businesses will debut their first imaging flagship smartphone.
Xiaomi is the third-largest smartphone manufacturer. Xiaomi has practiced the mission of “relentlessly building amazing products with honest prices to let everyone in the world enjoy a better life through innovative technology.”
The company’s smartphones and other products are sold in more than 100 countries and regions. Xiaomi is a leader in consumer electronics and intelligent manufacturing thanks to its excellent R&D and long-term technology investments. Xiaomi provides remarkable photographic experiences, including portraits, nightscapes, and snapshots, based on its long-term technical accumulation in lens optics, processors, algorithms, etc.
Leica Camera has created lightweight cameras and world-class lenses for street photographers for over 100 years. Leica cameras, recognizable by their red dot marking, are German engineering at their best and continue to attract new generations of users who strive to achieve “the Leica image look” Leica’s precision-crafted masterpieces attract well-known and budding photographers worldwide.
Xiaomi and Leica both use mobile photography. Both firms want to study optical performance and mobile photography through technology breakthroughs and artistic ambitions.
“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, both parties’ innovative technologies, product philosophies, and imaging preferences have experienced unprecedented in-depth collision and fusion,” says Lei Jun, founder, chairman, and CEO of Xiaomi Group.
“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 successively worked on the goal of providing customers with 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.
