Xiaomi x Leica Camera Mobile ImagingBusiness Features

Xiaomi teams up with Leica Camera for new flagship smartphone

Consumer electronics and smart manufacturing company Xiaomi is collaborating with German company Leica in exploring more possibilities of mobile imaging. The two companies also announced that the first imaging flagship smartphone jointly developed by the two companies will be officially launched in July this year.

Both companies said they are eager to continuously explore the optical performance and photographic experience in the mobile imaging era through extreme technological breakthroughs and aesthetic pursuits.

“Xiaomi and Leica agree with each other’s pursuits and ideas and appreciate each other’s advantages and industry,” said Lei Jun, founder, chair and CEO of Xiaomi Group. “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.”

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Leica has a long tradition of excellent quality, innovative technologies and German craftsmanship. The brand is synonymous with quality and excellence, albeit pricey. Its compact design and world-class optical lenses attracted street photographers because of its ease of use. With ingenious optical engineering and formidable craftsmanship, Leica cameras, recognizable by their “red dot” branding, and continue to attract new generations of consumers who aspire to achieve “the Leica image look” and own these masterpieces of design. In addition to making precision-crafted masterpieces, Leica attracts well-known photographers and emerging new talents around the world.

Premium brands

Xiaomi has been consistently in the top 5 smartphones since its launch in 2010. It continues to introduce innovations for consumers across all price segments. Xiaomi smartphones and other products are sold in more than 100 countries and regions around the world. In the field of imaging, based on its long-term technical accumulation in lens optics, chips, algorithms, as well as its deep understanding of mobile photography, Xiaomi provides extraordinary photography experiences including portraits, night scenes, and snapshots.

“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,” said Matthias Harsch, CEO of Leica Camera AG. “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.”