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After months of rumors, it seems just like the information was true, and Xiaomi partnered up with the legendary Leica to create a “international strategic partnership in cell imaging.” The 2 corporations launched a press launch and a photograph on Twitter, confirming their partnership and dedication.
The promotional picture reveals that Xiaomi plans to unveil a brand new machine with the Leica branded digital camera setup. The brand new machine is predicted to reach someday in July, and it’ll nearly actually include Leica branded lens and software program. We anticipate to see the upcoming Xiaomi 12 Extremely, which would be the new flagship from the corporate.
For those unaware, Leica has partnered with HUAWEI in the past, and most high-end, premium smartphones from the company came with the partnership and branded software and camera lens. The collaboration between the two companies was very successful. The camera was also not just a PR move as it helped HUAWEI become one of the best camera-performing companies on the market.
Smartphone OEMs often partner with well-known and classic camera companies as a marketing move to try and hype up future premium smartphones. We’ve seen OnePlus make the same move with the Hasselblad partnership. Most of the time, it’s just a marketing move, and it doesn’t equal to a better and more reliable camera performance, but Leica is different. Ever since the HUAWEI P9, each single HUAWEI P-series flagship machine got here with a branded lens and particular software program. In consequence, HUAWEI has change into often called the digital camera flagship model.
HUAWEI makes among the finest digital camera smartphones available on the market. It has wonderful shade manufacturing, night time and low-light capabilities. Its videography options are additionally on level, competing with among the finest gadgets from Samsung, Google, Apple, and OPPO. It’s not stunning to see Xiaomi wanting to hitch that record, and it needs to make it with a bang, as loud as potential.
Ever because the US embargo was launched on HUAWEI, the corporate has not been in a position to produce, use, and buy numerous third-party parts to create gadgets, and use software program that will enable it to entry the Google Play Retailer and plenty of extra. Though the corporate has been rebuilding its complete ecosystem, mirroring Google, it nonetheless has an extended method to go, and that price the corporate most of its international smartphone market share. HUAWEI is nowhere to be present in North America and Europe – though the producer continues to be well-known in Europe, their gadgets are more and more more durable to search out as there’s much less demand for them.
The HUAWEI x Leica branding was a robust transfer, and it labored exceptionally properly, serving to HUAWEI set up itself because the digital camera king within the smartphone business. Xiaomi needs to tackle that, and it’s why it seemingly signed up for the partnership. The deal between the 2 corporations means that it might be a particular one, which means that Xiaomi might have unique rights to the branding for a few years to return.
“It’s an honor to announce the long-term strategic cooperation with Xiaomi at present. Leica and Xiaomi are each international premium manufacturers and through this unprecedented deep cooperation course of, each events have successively labored on the aim of offering clients a brand new period of cell images. We’re satisfied that the primary collectively developed imaging flagship smartphone makes the pioneering progress of each corporations seen. We’ll present customers within the discipline of cell images distinctive picture high quality, basic Leica aesthetics, unrestricted creativity, and can open a brand new period of cell imaging.” provides Matthias Harsch, CEO of Leica Digicam AG.”
How is Leica going to assist Xiaomi?
Xiaomi has been making wonderful high-end and mid-range smartphones up to now, most of which had nice cameras. The corporate has rebranded itself up to now few years and labored on changing into a premium smartphone firm in Europe and different elements of the world, and it has considerably elevated the costs of its premium lineup of merchandise.
Xiaomi is already the third-largest smartphone producer on the planet, and it is clear that it needs to play a extra distinguished function, and tackle Apple and Samsung. Xiaomi is aware of that if it needs to change into the following HUAWEI or Samsung, it wants to enhance its images options, and a branding take care of Leica may be what it must promote its smartphones extra simply. We are able to’t wait to get our palms on the following machine and take it for a spin!
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