The design strategy for Leica cameras raises questions and looks rather bad.
Xiaomi may face a decision for which we are again very critical. In the latest rumours, even leaked from Amazon, the new 13T smartphone is advertised with a Leica camera. Until now, the Leica branding, even with Huawei at the time, stood for the highest quality devices. Xiaomi may change that.
If the information is correct, the Leica branding will be available at a lower price. Then the branding and some functions are no longer only in the top devices, which start only at 999 euros (RRP), but also at 700 – 800 euros. This may sound nice, but I think it brings two problems.
I think introducing Leica on cheap devices would be a wrong decision
On the one hand, you’re stepping on the toes of customers who paid extra for a new Leica camera. I think they are worth the money, the integrated Leica style of the Xiaomi 13 smartphones looks incredible and is an industry highlight. Xiaomi can reverse this unique selling point.
On the other hand, Xiaomi may make big promises with the 13T and 13T Pro due to the Leica branding, but won’t be able to keep them. These devices are most likely based on cheap image sensors that cannot offer what the flagships can offer today
In my opinion, this is again not a good strategy and ultimately the customer doesn’t know which device to use. Many consumers do not understand the technical differences between the devices. Instead, the Xiaomi 13 and 13T are certainly advertised as similar, but they’re not really on the same page as the 13 and 13 Pro.
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