In today’s smartphone market, brands are constantly looking for ways to stand out. One trend that has been gaining momentum is collaboration between smartphone makers and high-profile camera brands. These partnerships promise a new era of mobile photography, but how much of that promise holds up in real life? Are these developments truly groundbreaking, or are we just witnessing some clever marketing?

A quick look at the history of collaboration between the camera brand

The idea of ​​combining camera expertise and smartphone innovation is not new. It has been around for over a decade. One of the oldest and most famous examples is Nokia’s collaboration with Zeiss (formerly Carl Zeiss), which led to the creation of iconic devices such as the Nokia N95. At the time, these phones were revolutionary, offering unparalleled image quality in the mobile phone industry. Moving forward into recent years, we have seen the emergence of more ambitious partnerships. Huawei joined forces with Leica in 2016, debuting the Huawei P9, a smartphone that set a new standard for mobile photography. The partnership offered features such as better low-light photography and multiple lens setups, making the P series a household name in camera performance. Other collaborations — such as OnePlus with Hasselblad, Xiaomi with Leica, and Vivo with Zeiss — aim to redefine what’s possible with smartphone cameras.

The Good: Cooperation delivered

There is no doubt that some collaborations have raised the bar. Huawei’s partnership with Leica is one of the best examples. In our Reviewing the Huawei P20 Pro, which is one of the first examples of collaboration between phone and camera manufacturers, we highlighted how this phone’s triple camera setup has changed the game. The monochrome sensor added unparalleled depth and detail to black and white images, while the telephoto lens offers excellent zoom capabilities. Of course, nowadays the monochrome sensor is no longer part of modern phones due to advances in camera technology and changing priorities in design and functionality. Modern smartphones rely heavily on computational photography, which allows color sensors to mimic the effects of a monochrome sensor. Advanced algorithms can desaturate images, enhance contrast and improve low-light performance without the need for a dedicated monochrome sensor. This is just one example.

But most importantly, Leica’s expertise in color science and image processing made the images vibrant and balanced. The P20 Pro wasn’t just an evolution in smartphone photography; It was a revolution that set new standards for years to come.

Moments before the Leica CEO took the stage during the Xiaomi 14 Ultra announcement.

But another more recent standout collaboration is Xiaomi’s work with Leica, which has led to exceptional devices such as Xiaomi 14 Ultra. In our When reviewing the Xiaomi 14 Ultra, we praised the cutting-edge Summicron lenses that provide exceptional clarity and reduced distortion. The Leica adjustment brought vibrant, natural color reproduction, and the camera offered excellent dynamic range. This partnership clearly demonstrated how Leica’s optical and software expertise can enhance a smartphone’s camera system, making it a worthwhile tool even for photography enthusiasts.

the Xiaomi 14 Ultra definitely Take our PhoneArena camera score, beating it Galaxy S24 Ultra W iPhone 15 Pro Max. It beat its competitors in three out of four photography categories, and the main factor playing in this win was the benefits of the collaboration with Leica. This partnership has been instrumental in improving the visual design and image processing of Xiaomi phones.

The bad: OnePlus and Hasselblad

OnePlus 9. | Image by PhoneArena

Not all collaborations have been equally successful. OnePlus’ partnership with Hasselblad started with high expectations but had a rocky start. In our Reviewing the OnePlus 9, we found that while the Hasselblad collaboration improved color accuracy and color balance, it was hampered by the hardware limitations of the camera system. Features like better dynamic range and more natural colors were noticeable, but they didn’t elevate the phone to the level of flagship performance compared to competitors like Samsung and apple.

Unfortunately, the partnership has not matured over time. Even when we are Reviewing the OnePlus 13, the Hasselblad collaboration still results in over-saturated colors and a feeling of over-processing of each image. In some cases, even The OnePlus 13R delivers images that include more subdued tones. Hasselblad may have some influence in image adjustment, but OnePlus seems to insist on sticking to straightforward post-processing. So, while the collaboration may have improved overall camera quality, it didn’t quite close the gap with top-tier flagships.

Why do some partnerships succeed while others falter?

When implemented well, collaborations such as Huawei-Leica and Xiaomi-Leica bring tangible benefits. Here’s what makes these partnerships successful:

• Top notch hardware:Leica lenses on Xiaomi 14 Ultra Dramatically reduce distortion and enhance clarity. Likewise, Huawei’s P20 Pro benefited from Leica’s expertise in reducing noise and enhancing clarity, especially in difficult lighting conditions.
• The science of refined colors: One of the biggest advantages of these collaborations is improved color reproduction. Leica’s approach added depth and realism to Xiaomi’s images, while Huawei’s color tuning – developed with Leica – made colors pop without looking like they were overly processed.
• Creative features: These partnerships often provide unique tools. For example, the monochrome sensor on the Huawei P20 Pro delivered stunning black and white photography. Xiaomi’s partnership with Leica also introduced shooting modes inspired by Leica’s signature styles, giving users a way to create more artistic images.

Marketing factor

Let’s be real: these collaborations aren’t just about performance, they’re also a marketing goldmine. Putting a prestigious name like Leica or Hasselblad on a phone instantly boosts its credibility. Consumers associate these names with premium quality, which can make the phone look more attractive, even if the improvements are minor. But the truth is, branding only takes you so far. More informed buyers are starting to look beyond the logo and demand real-world results. While some partnerships, like Huawei-Leica, offer real innovation, others, like the early stages of OnePlus-Hasselblad, felt more like branding exercises than game-changers.

Final thoughts

There is no doubt that collaboration between camera brands adds appeal to smartphones, but should you trust them completely? The reality is more nuanced. While these partnerships often tout groundbreaking innovations, the truth is in the details – and those details aren’t always as transformative as they seem. What users need to ask is whether these collaborations really meet their needs or are just adding a layer of prestige to the marketing. Do you notice tangible improvements in image quality? Are the promised features practical for everyday use, or are they specialized tools designed to stand out in spec sheets? For every collaboration that revolutionizes photography, there is another that relies heavily on reputation rather than results.

As a consumer, it’s essential to approach these partnerships with healthy skepticism. Trust is not earned by a logo but by performance that speaks for itself in your hands, not just in promotional materials. Let your experience—not the brand—decide whether these collaborations are worth believing in.