Xiaomi partners with Leica promising a new era of mobile photography

Xiaomi an Leica Camera have announced a partnership that they say brings a new era of mobile photography. Founded in 2010, Xiaomi is a world leader in consumer electronics, while Leica Camera which has been around for over 100 years, is known for their legendary reputation with cameras providing excellent quality, innovative technologies and German craftsmanship.

The first smartphone from the partnership will be launched in July this year. According to leaks, this may be the Xiaomi 12S.

Xiaomi says they share the same ideas with Leica regarding mobile imaging. Both companies are eager to continuously explore the optical performance and photographic experience in the mobile imaging era through extreme technological breakthroughs and aesthetic pursuits.

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“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, the innovative technologies, product philosophies and imaging preferences of both parties have experienced unprecedented indepth 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 and during this unprecedented deep cooperation process, both parties have successively worked on the goal of providing customers 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.


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