Ahead of the Xiaomi 17 series global launch conference, Xiaomi renews its partnership with Leica. The company has shared a huge letter on the global X page signed by the top officials of both companies, marking a new move in their bond.
It has been nearly four years since the Xiaomi and Leica partnership, and in the current scenario, the Chinese OEM renews it to strengthen its tech support resources.
Leica and Xiaomi’s partnership came into light in May 2022. Following the breakup with Huawei, the camera tech firm joined hands with Xiaomi to showcase its impressive imaging technologies and functionalities. And the bond continued since then.
The Chinese phone maker said that the renewal move mirrors the years of efforts both firms have made in the imagery world, creating a pinnacle in the mobile imaging flagship aspect that no one has ever seen before.
Xiaomi mentioned:
“We are glad to announce that Xiaomi and Leica have entered a new era in our partnership, moving from co-engineering to strategic co-creation. The strategic upgrade reflects our long-lasting shared pursuit of pure imagery that time can’t dim.”
The tech giant stated that Leica camera technology has helped Xiaomi phones to perfectly capture light, shadow, and make their moments more beautiful. The bond not only brings technical support to devices but also evokes emotion and preserves the poetic memories of life.
The company has also integrated professional optics, design aesthetics, and interface concepts of Leica cameras into its devices, and there’s a lot more in this segment in the coming years. Concluding the letter, Xiaomi quoted:
“Hold it close, focus on the essential, feel the soul of Leica in your hand. This is our way of capturing the world.”
(Image Credits: Xiaomi)
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