21 June 2022
Xiaomi has officially confirmed a strategic partnership with Leica, a renowned camera and lens maker from Germany. The announcement means all the previous rumors and leaks were on point. The two companies will work together to ensure that camera performance on Xiaomi smartphones is worth talking about.
The press release reveals that the first smartphone fine-tuned by Leica will release in July. It did not offer any other details about the phone in question. The rumor mill has suggested that the phone will be the Xiaomi 12 Ultra. It will succeed the Xiaomi 11 Ultra from the last year, a phone that has already impressed many tech critics and fans with its camera performance. The newly announced partnership surely increases expectations from the successor.
It is not the first time Leica is partnering with a smartphone brand. Its first foray into the phone camera market was in 2016 when it signed a deal with Huawei. The deal is ending this year with the launch of the Huawei P50 series because of the issues faced by Huawei, especially in the global market. Nevertheless, the two parties indeed released phones with exceptional camera performances over the years.
If we talk about other OEMs, Vivo announced a similar partnership with Zeiss optics in 2020 which is still going on. OnePlus has a deal with Hasselblad which has now expanded to Oppo as well. While all these deal announcements claim to deliver superior camera performances, not all of them result in something substantial in the reality. We will have to wait and see what will be the case with Xiaomi and Leica.
Lei Jun, CEO, Chairman, and Founder of Xiaomi said,
"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, the innovative technologies, product philosophies and imaging preferences of both parties have experienced unprecedented in- depth collision and fusion."