“We don’t want to see Leica quality in €100 or €200 smartphones. He cites the examples of the Xiaomi 14, which is well below €1000 but still has the Leica quality that they intended to achieve. The smartphone camera works with light, just like a traditional system camera,” he says. While its premium smartphones may constitute a relatively small portion of total shipments, Xiaomi seems ready to go toe-to-toe with the best smartphones through a partnership with Leica. “It takes time; it’s a buildup, a process.”Sharma agrees that selling a Leica-branded Xiaomi smartphone, which heavily focuses on cameras, requires a different mindset.

Source: Indian Express February 27, 2024 05:19 UTC