On 23rd May 2022, Xiaomi and Leica Camera announce long-term strategic cooperation, usurping in a new era of mobile imaging that would begin in July 2022. For smartphone photography fans as well as fellow photography fans, this would definitely be something to look out for, the first imaging flagship smartphone jointly developed by the Xiaomi and Leica that will be officially launched in July 2022.

Two of the world biggest brand names, Xiaomi is the world’s leading consumer electronics and smart manufacturing company, while Leica Camera legendary reputation is based on a long tradition of excellent quality, innovative technologies and German craftsmanship.

About Xiaomi

Founded in 2010, Xiaomi is currently the world’s third-largest smartphone manufacturer. Since its establishment 12 years ago, Xiaomi has always practiced the mission of ‘relentlessly building amazing products with honest prices to let everyone in the world enjoy a better life through innovative technology’, its smartphones and other products are sold in more than 100 countries and regions around the world.

With strong R&D strength and continuous long-term investment in technology, Xiaomi has become an important leader in technological innovation in the fields of consumer electronics and smart manufacturing. And in the field of imaging, based on its longterm technical accumulation in lens optics, chips, algorithms, etc., as well as its deep understanding of mobile photography, Xiaomi provides extraordinary photography experiences including portraits, night scenes, and snapshots.

About Leica Camera

For over 100 years, Leica Camera has been creating lightweight cameras favoured by street photographer pioneers and world-class optical lenses, fulfilling the passions of its community. With ingenious optical engineering and formidable craftsmanship, Leica cameras, recognisable by their ‘red dot’ branding, are German engineering at its best, 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.

A common passion and direction in mobile imaging

Xiaomi and Leica share the same ideas 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.

“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 in-depth 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.

Coming soon: A new era of mobile imaging 

On a personal note, I am looking forward to this new era of mobile imaging. Smartphone photography has developed and improved significantly over the years, it has been an integral part of my overall photography adventures and journeys.

As a photographer myself that started my photography journey in film/analogue photography some decades back before entering into digital photography before the birth of mobile phone/smartphone photography revolution, I am excited with this new era of mobile imaging world by Xiaomi and Leica Camera. I still remembered my smartphone photography journeys when Leica first entered into this mobile imaging market, I was at the forefront, I had the opportunity to test it out. Overall, I was very impressed with mobile imaging experience by Leica Camera with the Huawei P9 smartphone.

Smartphone photography is not going to go away in a social media networking, internet and media consumption driven world today. Smartphone photography have already complemented us photographers well, and bringing a new digital and social media networking experience to many users around the world today.

Coming soon: A new era of mobile imaging by Xiaomi and Leica Camera, in July 2022! Keep a lookout for them!

* Information and picture courtesy of Xiaomi and APRW *

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