On 6 July 2025, Xiaomi’s Head of Public Relations, Wang Hua, officially denied rumours that the brand’s collaboration with Leica had ended. So, what should you know about it?
For your information, the statement was made in response to growing online speculation, reinforcing that the Xiaomi–Leica partnership remains active with no changes or pricing announcements related to branding or licensing.
What is happening
Recent rumours on Chinese social media platforms claimed that Xiaomi would be ending its partnership with renowned camera brand Leica. In a direct response, Wang Hua described these claims as false and misleading.
He reaffirmed that the Xiaomi–Leica relationship is intact and continues to evolve, especially in the area of mobile photography features.
This is not the first time such rumours have surfaced. Similar speculation arose during the launch of the Xiaomi 14 series in late 2023. At that time, Xiaomi also denied any rift with Leica.
In this latest round, Wang Hua clarified that even the supposed "source" of the rumour was fabricated, adding that the narrative was simply a recycled version of earlier false claims.
What we could expect:
Xiaomi and Leica continue to roll out co-developed features and optimisations across the camera app and image processing pipeline. Recent developments include:
Redesigned Leica watermark with global alignment
- Updated explanation of Leica’s "Authentic" vs "Vibrant" shooting styles
- Plan to introduce Leica-style shutter sound effects to older Xiaomi models
- Interface enhancements while retaining Leica’s signature red visual theme
These updates are part of Xiaomi’s commitment to delivering a Leica-branded photography experience across its premium lineup. The Xiaomi 15 Ultra, which launched earlier in 2025, is the latest flagship to feature Leica optics and camera tuning.
The partnership originally began in May 2022, starting with the Xiaomi 12S Ultra—the first phone to debut with Leica Summilux lenses and dedicated Leica colour science modes.
Speculation about a split may have been triggered by concerns around licensing fees.
Some online sources claimed that Xiaomi was seeking to reduce per-unit costs—reportedly between USD?3 to USD?5 per device, or roughly RM14 to RM24—by transitioning to in-house camera branding.
No evidence so far
However, no evidence has surfaced to support this, and Wang Hua’s firm denial indicates no such move is in progress.
Does this confirmation reinforce your trust in Xiaomi’s camera development strategy? What new Leica-style photography features would you like to see in future Xiaomi phones in Malaysia? Share your thoughts.
Stay tuned to TechNave.com for more updates.
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