Honor CEO dismisses smartphone camera collaborations as a "gimmick"

An increasing number of Android smartphone companies put a lot of effort into promoting their flagships' cameras by adorning their housings with official branding from well-regarded OEMs such as Hasselblad or Zeiss. However, it appears Honor is in no hurry to join them any time soon.

Speaking during a recent corporate meeting, Zhao Ming reportedly fielded questions as to why his company has not joined the camera-hump-logo brigade as yet. The executive indicated that these collaborations have become so widespread and low on potential added value as to be little other than "gimmicks" in some cases.

This, apparently, is not to say that Honor has not had its share of potential partners with which the OEM have been approached for potential co-development projects. However, it seems none of them have offered the elevated experience Zhao might envision.

Besides that, the executive finds that most co-brandings prove less than worthwhile in the long term. Given Honor's origin story as a spin-off from the larger OEM Huawei (which produced Leica-branded phones before Xiaomi decided it was cool) its CEO's outlook might seem ironic enough.

However, Zhao asserts that smartphone cameras should speak for themselves and develop their own distinctive UXs; accordingly, it is likely to stick with its own identity in the future.

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