"Leica is perhaps the most storied brand in photography. A portmanteau formed from the name of founder Ernst Leitz and the word "camera", the first Leica popularized 35mm photography, while the legendary M system standardized the modern rangefinder in 1954 and has a hallowed reputation to this day. Leica's stewardship of its brand, however, has not always quite lived up to its history. The company historically outsourced most of its point-and-shoot camera design to Panasonic, slapping its iconic red dot on existing compacts"
"This is a sleekly designed phone, and it's the first to carry the Leica red dot. When Steve Jobs announced the iPhone 4 in 2010, which is still for my money the best-looking iPhone ever, he said "its closest kin is like a beautiful old Leica camera." Well, the 17 Ultra really is like a Leica camera - and not just because it also looks like an iPhone 4, right down to the circular volume buttons."
Leica built its reputation by popularizing 35mm photography and establishing the M rangefinder system in 1954. The company previously licensed design and branding, outsourcing compact camera design to Panasonic and offering superficial smartphone collaborations. A partnership with Xiaomi in recent years has yielded highly capable phone cameras. The Xiaomi 17 Ultra is sold in a regular and a Leica-branded variant; the Leica-branded model carries the red dot and more visible Leica influence. The phone's design evokes classic Leica and iPhone 4 styling. The camera hardware includes a 1-inch main sensor used in enthusiast compacts and a dedicated telephoto module.
Read at Fast Company
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