Xiaomi and Leica Camera announce long-term strategic cooperation: A new era of mobile imaging begins in July
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, the world's leading consumer electronics and smart manufacturing company, and Leica Camera, whose legendary reputation is based on a long tradition of excellent quality, innovative technologies and German craftsmanship, officially announce their strategic cooperation in terms of mobile imaging. The first imaging flagship smartphone jointly developed by the two companies will be officially launched in July this year.
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 long-term 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.
For over 100 years, Leica Camera has been creating lightweight cameras favored by street photographer pioneers and world-class optical lenses, fulfilling the passions of its community. With ingenious optical engineering and formidable craftsmanship, Leica cameras, recognizable 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.
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.
Beijing, CHINA, May 23, 2022
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