Barcelona – Xiaomi’s launch of the 17 and 17 Ultra smartphones in Europe on Saturday stood apart from industry trends, notably minimizing discussion of artificial intelligence. This approach extended to the presentation of the devices’ camera capabilities, including a Leica-co-created special edition of the 17 Ultra. The company’s deliberate downplaying of AI, in contrast to competitors like Samsung and Google, signals a distinct strategic direction.
Angus Ng, Xiaomi’s director of communications and public relations, explained the company’s focus, stating, “We’re still currently focusing on what is the limitation of hardware.” He articulated this position during Mobile World Congress 2026 (MWC 2026) in Barcelona, responding to questions about the divergence from the AI-centric marketing of recent Samsung Galaxy S26 and Google Pixel 10A releases. Ng suggested that Xiaomi will prioritize hardware innovation until further advancements become unattainable, at which point software and AI will receive greater attention.
“Obviously we do have software and AI processing within our current imaging sensors and imaging system, but it’s just not as obvious as Samsung,” Ng conceded. He further revealed that previous attempts to heavily emphasize AI processing in their imaging systems, “two years ago, a year ago,” had not garnered positive user feedback.
Ng offered a pointed assessment of Samsung’s strategy, positing that the company’s increased reliance on software was a consequence of limited hardware upgrades. “Because their hardware did not upgrade, they focused their strategy on software,” he stated.
The launch of the Xiaomi 17 Ultra at MWC 2026, alongside the standard 17, also saw the unveiling of the Leica LeitzPhone 4, a collaborative effort between Xiaomi and the renowned German camera manufacturer, Leica. This partnership, highlighted at MWC 2026, underscores Xiaomi’s commitment to hardware-driven photographic excellence. Honor also used MWC 2026 to launch its MagicPad 4, an ultra-thin tablet.
The Xiaomi 17 Ultra has been described as a “cameraphone with a monstrous zoom,” according to reports from the event. Details regarding the specific hardware improvements enabling this capability were not immediately available, but the company’s emphasis on hardware limitations suggests these advancements are central to its marketing strategy.
