It is reported that some mobile phone manufacturers have begun to prepare for their own imaging brands and will not renew the co-branding contract when it expires.

Thanks to netizen Wen Feng Ting Qing Song for submitting the clue! According to news on February 13, in recent years, various mobile phone manufacturers have successively launched joint imaging products. However, the latest news shows that this trend is about to pass.

According to blogger @digitalchat.com, it was revealed today that “each (mobile phone manufacturer) has begun to prepare its own imaging brand, and several of their joint names have expired and will not be renewed.” Unfortunately, the blogger did not disclose the specific manufacturer. It is understood that the mobile phone manufacturers currently choosing to co-brand with imaging brands include Xiaomi (Leica), vivo (Zeiss), OPPO (Hasselblad). Previously, Honor also reported that it would cooperate with Canon, but it was confirmed to be false news. After ending its cooperation with Leica, Huawei launched its own imaging brand-XMAGE in 2022. When Huawei introduced XMAGE, it stated that Huawei’s strategic investment in imaging mainly revolves around the three dimensions of technological innovation, shooting experience, and imaging culture. The technological innovation and shooting experience innovation represented by Huawei Imaging XMAGE mainly revolves around optical systems, imaging technology, image processing and other fields. He Gang, Chief Operating Officer of Huawei Terminal BG, said, "Huawei Imaging XMAGE will be the exclusive logo of Huawei Mobile Imaging, declaring our leadership and maturity in the imaging field, and will also represent our continued breakthroughs and commitments."

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