After the long-standing collaboration between Huawei and the photography company Leica came to an end, the phone giant announced a collaboration with XMAGE, a new brand that will include all of Huawei’s existing and future technological developments regarding quality photography in smartphones.
Wawi is not yet ready to announce which device it will be the first to carry the XMAGE logo, or what new technological developments it intends to introduce. Meanwhile, the company is focusing on another, rather simple message: most of the dramatic innovations, which have made models such as the P40 and P50 leaders in the field, are in fact its independent developments that have nothing to do with the Leica brand.
Wawi mentions technologies such as Ultra Vision, which enables 40% more light absorption, and True Chroma, an image processing system that enables exceptional tonal richness. Both will now be brought together under the wings of the new brand, and are therefore expected to arrive in the company’s next flagship device series as well. In general, the message seems to be that the separation between Wawi and Leica is not expected to significantly affect the company’s ability to incorporate quality lenses and advanced photography technologies in its devices.
The first appearance of the XMAGE brand will most likely be in Wavy’s Mate 50 series, which is officially announced this month.