Fri. Dec 9th, 2022
Photographic associations with Leica, Hasselblad, Zeiss... marketing nonsense or a very good idea?

As partnerships between smartphone makers and photography specialists multiply, we wanted to hear your thoughts on these collaborations. Real progress for smartphone photography or just plain marketing bullshit?

Vivo X80 Pro Zeiss
The Vivo X80 Pro benefits from Zeiss’ photography expertise // Source: Anthony Wonner — Frandroid

Partnerships between camera or lens manufacturers and smartphone manufacturers are nothing new, but they have clearly accelerated in the last couple of years.

We already knew the Nokia smartphones developed in collaboration with Zeiss, the more than convincing results of the collaboration between Huawei and Leica or Panasonic’s attempts to enter the smartphone market: Lumix DMC-CM1 small RIP. From now on, it is the Chinese manufacturers who demand the services of renowned brands in the world of photography to perfect their know-how.

Last year we learned that Hasselblad, a historic German manufacturer, has partnered with OnePlus for its OnePlus 9 and 9 Pro. A partnership that now also benefits OnePlus’ sister brand Oppo, which has benefited from Hasselblad’s expertise in its Find X5 Pro and Find X5.

On the Vivo side, we have turned to Zeiss since the end of 2020. A partnership that has allowed the development of the Vivo X60 Pro, Vivo X70 Pro (never launched in France) and the recent Vivo X80 Pro.

The Xiaomi 12S Ultra developed in collaboration with Leica
The Xiaomi 12S Ultra developed in collaboration with Leica // Source: Xiaomi

The latest manufacturer is none other than Xiaomi, which is now working in conjunction with Leica, Huawei’s former partner. The fruit of this collaboration was presented this week with the Xiaomi 12S, 12S Pro and, above all, the Xiaomi 12S Ultra.

If previous experiences, be it Zeiss and Nokia or Huawei and Leica, have shown that these partnerships could lead to a real increase in photo quality, some say this is just a marketing argument. Smartphone makers would simply pay a license fee to be able to embed the logo of their prestigious partners into their photo module.

More than just marketing arguments?

It is precisely in this context that we wanted to collect your opinion. For you, are these collaborations between photography brands and smartphone manufacturers a good idea or a simple marketing argument? Tell us in the poll of the week.


For you, photo collaborations are marketing bullshit or a good idea?

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As every week, do not hesitate to argue your answer in the comments. This article will be updated next weekend with the results of the survey and the most relevant comments.

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