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Leica asks Xiaomi to partner

  • June 28, 2022
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Today it has finally been confirmed that the Xiaomi 12S series will launch on July 4th. But before the announcement, the company’s CEO shared a video in which

Leica asks Xiaomi to partner

Today it has finally been confirmed that the Xiaomi 12S series will launch on July 4th. But before the announcement, the company’s CEO shared a video in which he answers a series of common questions (frequently asked questions).

Watching this video, the CEO and founder of the Chinese technology giant, Lei Jun, talked about the cooperation between the brand and Leica, and even said that the 12S series would not pass the DxOMark camera rating test. Lei Jun stated that the reason for the former is more professional, while the latter is the costs. To clarify, he said that the one that came close to Xiaomi was Leica.

For those who don’t know, Leica is a well-known German company specializing in the manufacture of cameras and lenses. A senior official said the camera maker has approached the smartphone brand to find a partnership. “I think we are very proud and thank them for knowing Xiaomi,” June said. He believes that thanks to the new collaboration, Xiaomi can move forward with the image processing technology and photography offered by its smartphones.

Finally, the CEO also explained why the company did not offer the Xiaomi 12S series to pass the DxOMark rating. Apparently, the rating tests are quite expensive, so expensive that the brand has decided to skip it altogether. Rather, it relies on Leica’s optimization and collaboration.

Source: Port Altele

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