Xiaomi continues to bet on weight differentials in the most difficult segment of mobile telephony: the range premium. One of those bets was to establish a collaboration agreement with the German firm Leica, after several years of development with Huawei. While there are already phones under this collaboration, the next ones could reach global markets.
Is confirmation It comes from Xiaomi CEO and founder Lei Jun himself, who mentioned on Twitter that the possible “Xiaomi 13 Ultra” range, the next generation of smartphones with Leica lenses, will leave China in 2023.
Xiaomi and Leica for everyone
Xiaomi’s first team based on Leica camera technology arrived in July 2022 under the banner “12S Ultra”. Unlike the 12 and 12 Pro models, the Chinese brand decided not to announce the global availability of these devices.
Specifically, this premium range smartphone uses three Sony sensors and a one-inch sensor, worked in collaboration with the German firm. Due to market strategies, Xiaomi opted to offer it only in Chinese territory.
What is not yet established is the presence of Leica in the Xiaomi catalog. With Huawei, Leica was present in the firm’s two top models: the “P” photographic series and the “Mate” performance range. Until now, Xiaomi allocates this “co-branding” to the most expensive cell phones.
For the region, the future 12T series is expected to land, but there are no official plans for the commercialization of the 12S line: “At the moment, our plan for the second semester does not contemplate the local launch of the Xiaomi 12S, this is a model that will only be launched on July 4; but, as always, we will be attentive in evaluating the response of the market”, was Xiaomi Peru’s response.
An “Ultra” market of Samsung and Apple
At the moment, the most expensive smartphone market is clearly being fought over by two companies: Apple and Samsung. While the former sells 4 out of 5 phones in that price segment, the South Koreans offer foldable and traditional models for over $1,000.
Faced with this small group, Xiaomi and other Chinese brands are trying to open up a space by offering differentiated features and seeking to impose themselves in the market left by Huawei after the commercial blockade imposed by the United States in 2019.
On the one hand, Honor opted for the “Magic4” series globally, focusing on the experience gained as a sub-brand of Huawei. Vivo decided to team up with Zeiss for the development of reflection removal technology, while Oppo it still rolls out its premium range in select markets under the “Find X” saga.