Emir BardakçıXiaomi’s making a calculated move here—they’re ending their partnership with Leica to focus on their own camera technology for the next Snapdragon 8 Elite 2 devices. This isn’t just a branding shift; it’s a clear signal that Xiaomi’s leadership trusts their internal R&D teams to deliver premium imaging without outside help. There’s also a practical side: cutting those Leica licensing fees (which can hit $3-5 per phone) is a fast way to lower production costs and sharpen their pricing edge.
This strategy is set to ripple across Xiaomi’s major product lines, especially for the REDMI and POCO series, both of which are price-sensitive markets. By reallocating resources—money otherwise earmarked for co-branding—Xiaomi is doubling down on hardware upgrades. That means stronger cameras without inflating costs, a win-win as they push for more competitive pricing (and, ideally, higher margins).
The devices impacted include:
- Xiaomi 16
- Xiaomi 16 Pro
- Xiaomi 16 Ultra
- Xiaomi 16 Ultra Max
- REDMI K90 Pro
- POCO F8 Ultra
REDMI, in particular, is expected to benefit significantly from this pivot. Reports suggest enhanced computational photography and improved sensor tech, plus larger batteries and updated display designs. The message to consumers and competitors alike is clear: Xiaomi intends to deliver flagship-level features without premium-level prices.
It’s worth noting this isn’t a move in isolation. The broader smartphone market is seeing a gradual pullback from third-party imaging partnerships. Brands like Vivo (Zeiss), OPPO (Hasselblad), and Honor (Yagu) still maintain collaborations, but Huawei’s earlier decision to invest in its XMAGE platform set a precedent Xiaomi now follows.
Source: Digital Chat Station
I am a proud owner of Xiaomi 15. Its Leica camera has been exceptional with crystal clear photos and videos even under low light conditions.
I am in sorrow after reading this article. Though it is a welcome gesture for Xiaomi to develop own camera technology but I would request to Xiaomi authority not to break ties forever with the famous German brand at least for the time being.
doesnt matter what partnership they have. Hyperos is still retarded. E.g Do you want to turn off Alarm 24 hours or now? Please wait 10 second before proceeding. Too many request check back in 14 days. You need to grant permission. Please login to miui account!! screww u!!!
I’m using the Samsung Galaxy S24 Ultra. Unlike some brands, Samsung hasn’t collaborated with any well-known photography companies. Instead, they focus on optimizing their own hardware and software—and the results are impressive. The photos and videos it captures are on par with those from an iPhone. If you’re looking for excellent mobile photography, Samsung, Google Pixel, and iPhone are top choices. They can easily compete with Chinese phone manufacturers.
Estou a pensar em comprar o Xiaomi 15 ultra no momento, agora lendo este artigo e fiquei com medo e quanto atualizações da câmera Leica , como fica.
Estou a pensar em comprar o Xiaomi 15 ultra no momento, agora lendo este artigo e fiquei com medo e quanto atualizações da câmera Leica , como fica?
Doesn’t matter, what partnerships they have, Leica or not, it’s always the same with Xiaomi cameras. I’ve used for over 9yrs and every one, is overexposed, especially if there’s people involved, because of SE Asia’s obsession with skin lightening. 15 Ultra has amazing hardware, again, ruined by awful software processing.
I can understand it’s a tough decision, but I applaud Xiaomi’s decision to pursue excellence while reducing as much of the premium costs for the consumer to bear, as possible.
I’ve also personally been impressed and benefited from the Leica’s color science with both the 14 series and the 15 series. And I hope during this course of partnership with Leica, Xiaomi has gained better knowledge, expertise and a more refined camera experience.
Even amongst tough competitors like Vivo’s Zeiss, I personally still veer towards Leica’s color science and attention to detail because the cinematic look is just the style I go for in my pictures.
I wish them all the best and I hope Xiaomi maintains a balanced approach to future developments, unlike some competitors who are overly obsessed with fixing what isn’t broken for the sake of change.
Is $3-5 really impact a production cost of a phone?
Is $3-5 really impact a production cost of a phone? Isn’t the impact of the Leica brand for the color and marketing is much more than that? just curious
I wonder about this decision. Is $3-5 really impact a production cost of a phone? Isn’t the impact of the Leica brand for the color and marketing is much more than that? just curious
all for improvement but saving $5 on a 1k+ mobile doesn’t seem to make sense to me, especially so early and when it’s one if not the main reason for many people to have baught Xiaomi ultra series over other brands.