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

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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