(Bloomberg) – Faced with the decline in global smartphone demand, Xiaomi Corp has unveiled a unique new redesign of its flagship smartphone to remind people that it has a very powerful camera inside, by inserting a Leica lens. .
The Xiaomi 12S Ultra Concept is equipped with a portable removable lens branded Leica Camera AG, a famous photographic partner, and an additional sensor. Although the concept will not go on sale, Xiaomi is hoping consumers will track down the device with more traditional lenses, the 12S Ultra, which has a large one-inch sensor developed in collaboration with Leica.
Xiaomi, once China’s largest smartphone brand, has been hit hard by the global recession as headwinds such as rising interest rates and inflation have hit consumer demand. At the same time, the company faces stiff competition and bleak prospects for domestic consumers, along with possible restrictions on sales in the fast-growing Indian market. Its Hong Kong-listed shares lost more than half of their value this year and its profits fell more than expected, by 83%, in the second quarter.
Chinese phone makers have tried to attract customers by partnering with famous European photography brands such as Leica, which previously worked with Huawei Technologies. Meanwhile, Carl Zeiss AG collaborates with Vivo, while the Oppo devices are co-branded under the name Hasselblad.
Japan’s Panasonic Holdings Corp developed an Android phone with an expandable Leica lens in 2014, although it failed to achieve commercial success.
© Bloomberg LP 2022
Internet savvy. Reader. TV fanatic. Friendly communicator. Certified alcoholic. Bacon lover. Scout. Tweet addict bad.
