Finally the news we were waiting for. Xiaomi has officially confirmed a “long-term strategic partnership” with Leica, which will result in the launch of a high-end smartphone in July 2022. On the other hand, Xiaomi is certainly not the first Chinese brand to exploit the know-how of a company in the photographic sector. At the end of 2020, Vivo entered into a partnership with Zeiss. And more recently Oppo and OnePlus have started working with Hasselblad. The Xiaomi-Leica combination, therefore, does nothing but follow the market trend.
Xiaomi and Leica: partnership between companies confirmed
“Xiaomi and Leica share the same ideas on mobile imaging. Both are eager to continually explore optical performance and photographic experience in the age of mobile imaging through extreme technological innovations and aesthetic research. ” So the companies officially announced their partnership, adding that “the first smartphone with a jointly developed top-of-the-range imaging sector will be officially launched in July of this year”. At the moment, however, we do not know precisely which smartphone it will really be.
It might be a new one Xiaomi 12 Ultra or even the first model of the new Xiaomi 13 series. In any case, what matters is that the new collaboration of the Chinese company will explore the new frontiers of mobile imaging. “Xiaomi is focused on creating an optimal user experience and has always hoped to explore smartphone photographic capabilities to the extreme. Xiaomi and Leica share their respective goals and ideas and appreciate each other’s advantages and industry – he commented Lei Jun, CEO of the company -. This cooperation will give a strong impetus to Xiaomi’s imaging strategy. During the collaboration, from optical design to aesthetic fine-tuning, the innovative technologies, product philosophies and imaging preferences of both sides experienced a profound and unprecedented fusion. ”
Now, therefore, we just have to wait and see what it is more specifically.