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Xiaomi and Leica to Launch a Co-Branded Smartphone

Following months of rumors, Xiaomi has officially confirmed that it has signed a long-term deal with Leica, and is set to launch a co-developed flagship smartphone this July. Shortly after the announcement, rival Chinese technology corporation Huawei revealed that they parted ways with Leica on March 31, ending the duo's seven-year partnership.

In an era where tri and quad-camera phones are the norm, it's safe to say that camera specs and image quality are huge deciding factors for consumers. Expertise from the German camera firm should allow Xiaomi to substantially uplevel the camera of its new flagship phone while benefitting from the iconic red Leica badge as a major selling point. “This cooperation will provide a strong boost to Xiaomi’s imaging strategy,” commented Lei Jun, Xiaomi’s founder, chairman and chief executive.

It's expected that the new offering will be named either "Xiaomi 12 Ultra" or "Xiaomi 13." Stay tuned for more information ahead of the upcoming release in July.

Elsewhere in tech, EA is reportedly pursuing a sale or merger deal.

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