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Huawei launches the new XMAGE brand to compensate for the loss of its Leica mobile camera partnership

Huawei XMAGE is live. (Source: Huawei)
Huawei XMAGE is live. (Source: Huawei)
Leica has officially jumped ship to Xiaomi today (July 4, 2022) in terms of premium camera smartphone collaborations. Its former partner, Huawei, has responded by instituting something new called XMAGE, a spin-off of sorts from the OEM's Mobile Imaging division touted to keep its reputation for photography prowess going in the future.

Xiaomi has poached Leica as a flagship camera partner, and has now introduced the first series of devices to benefit from this move. Huawei has now confirmed that it will no longer join its fellow Chinese OEM in boasting this co-branding by debuting its new in-house replacement, XMAGE.

This strange choice of name (which seems to be a play on the English-language word image, but is pronouced "X-mage") will now represent the latest developments of Huawei Mobile Imaging, which, as the OEM asserts, will keep it at the forefront of mobile camera tech (and the resulting acclaim in review) it enjoyed during the Leica era.

Huawei has indicated that XMAGE's products and efforts will focus on 3 key areas: technological innovation, smartphone camera UX, and shooting "culture". It has yet to announce a device set to benefit from this new project, although should the latest rumors prove accurate, the Mate 50 or 50 Pro are prime cadidates to be the first-gen Huawei XMAGE-powered flagship.

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> Notebook / Laptop Reviews and News > News > News Archive > Newsarchive 2022 07 > Huawei launches the new XMAGE brand to compensate for the loss of its Leica mobile camera partnership
Deirdre O'Donnell, 2022-07- 4 (Update: 2022-07- 4)