Xiaomi has announced that it will start a long-term strategic partnership with German camera creator Leica, and the first Leica-branded Xiaomi smartphone will launch this July.
The announcement was revealed via a press release Monday. Established in 2010, Xiaomi is currently the world’s third-largest smartphone maker. Its smartphones and other products are sold in more than 100 countries and regions worldwide.
In the field of imaging, the China-based mobile brand said it offers “extraordinary photography experiences including portraits, night scenes, and snapshots,” thanks to its “long-term technical accumulation in lens optics, chips, algorithms, etc., as well as its deep understanding of mobile photography.”
Leica Camera has catered to the desires of its community for more than a century by producing street photographers’ favorite lightweight cameras and optical lenses of the highest caliber.
Leica cameras, identifiable by their ‘red dot’ branding, represent the pinnacle of German engineering and continue to attract new generations of buyers who strive to acquire “the Leica image look” and own these works of art.
Xiaomi and Leica share the same mobile imaging philosophy. Both firms are keen to study optical performance and photographic experience in the era of mobile imaging “through extreme technological breakthroughs and aesthetic pursuits.”
Xiaomi CEO Lei Jun said that “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.”
Leica Camera AG CEO Matthias Harsch said that they “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.”
Xiaomi teams up with Leica, to debut co-branded phone in July
Source: Magandang Gabi Viral
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