As partnerships multiply between smartphone manufacturers and photo specialists, we wanted to hear your feelings about these collaborations. Real progress for photography on smartphones or simple marketing bullshit?
Partnerships between camera or lens manufacturers and smartphone manufacturers are nothing new, but they have clearly accelerated over the past two years.
We already knew the Nokia smartphones developed in partnership with Zeiss, the more than convincing results of the collaboration between Huawei and Leica or Panasonic’s attempts to enter the smartphone market – RIP small Lumix DMC-CM1. From now on, it is the Chinese manufacturers who claim the services of renowned brands in the world of photography to refine their expertise.
Last year, we learned that Hasselblad, a historic German manufacturer, partnered with OnePlus for its OnePlus 9 and 9 Pro. A partnership that now also benefits OnePlus’ sister brand, Oppo, which has benefited from Hasselblad’s expertise on its Find X5 Pro and Find X5.
On the Vivo side, we have turned to Zeiss since the end of 2020. A partnership that has enabled the development of the Vivo X60 Pro, Vivo X70 Pro (never released in France) and the recent Vivo X80 Pro.
The latest manufacturer is none other than Xiaomi, which is now working in concert with Leica – Huawei’s former partner. The fruit of this collaboration was presented this week with the Xiaomi 12S, 12S Pro and, above all, the Xiaomi 12S Ultra.
If previous experiences – whether Zeiss and Nokia or Huawei and Leica – have shown that these partnerships could lead to a real increase in photo quality, some say that this is only a marketing argument. Smartphone manufacturers would simply pay a license to be able to integrate the logo of their prestigious partners on their photo module.
More than simple marketing arguments?
It is precisely in this context that we wanted to collect your opinion. For you, are these collaborations between photo brands and smartphone manufacturers a real good idea or a simple marketing argument? Tell us in the poll of the week.
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For you, photo partnerships are a marketing bullshit or a real good idea?
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Like every week, do not hesitate to argue your answer in the comments. This article will be updated at the end of next week with the results of the survey and the most relevant comments.
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