Xiaomi and Leica camera partnership

Xiaomi is just partnering with Leica: what does this mean?

Source: Xiaomi

After months of rumors, the news seems to be true, and Xiaomi has partnered with the legendary Leica to create a “global strategic partnership in mobile photography”. The two companies released a press release and photo on Twitter, confirming their partnership and commitment.

The promotional image reveals that Xiaomi is planning to unveil a new device with a Leica-branded camera setup. The new device is expected to arrive sometime in July, and it will almost certainly come with Leica-branded software and hardware. We expect to see the upcoming Xiaomi 12 Ultra, which will be the new flagship from the company.


For those unaware, Leica has partnered with HUAWEI in the past, and most of the premium smartphones from the company came with partnership software and branded camera lenses. The cooperation between the two companies was very successful. The camera was also not just a PR move as it helped HUAWEI become one of the top performers in the market.

Smartphone manufacturers often cooperate with well-known and classic camera companies as a marketing move to try to promote premium smartphones in the future. We’ve seen OnePlus do the same with the Hasselblad partnership. Most of the time, it’s just a marketing move, and it doesn’t equal better and more reliable camera performance, but the Leica is different. since then HUAWEI P9Every HUAWEI P series flagship device comes with a branded lens and proprietary software. As a result, Huawei has become known as the leading brand in the field of cameras.

HUAWEI makes some of the best camera smartphones on the market. It has excellent color rendering, night light and low light capabilities. Its videography features are also on hand, competing with some of the best devices from Samsung, Google, Apple, and OPPO. It’s no surprise to see Xiaomi want to join this list, and want to make it a buzz, and as loud as possible.

Since the US ban was imposed on HUAWEI, the company has been unable to produce, use and purchase a lot of third-party components to create the hardware, use software that allows it to access the Google Play Store and many more. Although the company is rebuilding its entire ecosystem, mirroring Google, it still has a long way to go, and this is costing the company most of its share of the global smartphone market. HUAWEI cannot be found anywhere in North America and Europe – although the manufacturer is still well known in Europe, its devices can be difficult to find due to the low demand for it.

The HUAWEI x Leica branding was a solid move, worked out very well, and helped HUAWEI establish itself as the king of the camera in the smartphone industry. Xiaomi wants to take over, which is probably why you signed up for the partnership. The deal between the two companies suggests it could be private, which means Xiaomi may have exclusive rights to the brand for many years to come.

“It is a great honor to announce a long-term strategic cooperation with Xiaomi today. Leica and Xiaomi are two distinct global brands, and during this unprecedented deep cooperation process, the two parties successively worked on the goal of providing customers with a new era of mobile imaging. We are convinced. that the first jointly developed flagship smartphone makes the pioneering progress of both companies visible. We will provide consumers with exceptional image quality, classic Leica aesthetics and unrestricted creativity, and open a new era of mobile photography.” Matthias Harsh, CEO of Leica Camera AG adds.

How will Leica help Xiaomi?


Xiaomi has been making excellent mid-range smartphones in the past, and most of them had great cameras. The company has rebranded in the past few years and has worked to become a premium smartphone company in Europe and other parts of the world, significantly increasing prices for its premium range of products.

Xiaomi is already the world’s third largest smartphone manufacturer, and it’s clear that it wants to play a more prominent role, playing Apple and Samsung. Xiaomi knows that if it wants to become the next HUAWEI or Samsung, it needs to improve its imaging features, and the brand’s deal with Leica may be just what it needs to sell its smartphones more easily. We can’t wait to get our hands on the next device and take it for a spin!

2022-05-23 12:30:13

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