The rumors of the potential end of the Oppo\/OnePlus partnership with Hasselblad and vivo\u2019s collaboration with Zeiss have sparked memories of Woody Allen\u2019s short story, The Scrolls. In this humorous tale, ancient scrolls are translated and found to include the word \u201cOldsmobile,\u201d casting doubt on their authenticity. One scroll tells the story of a struggling shirt salesman who pleads with God for help. The Lord advises him to put an alligator over the pocket, which leads to a surge in sales.<\/p>\n
While putting an alligator on a phone won\u2019t do manufacturers any good, they have found success by focusing on camera quality. Brands like Leica, Zeiss, and Hasselblad are like the Ferraris of the photography world and partnering with them has led to some impressive smartphone cameras.<\/p>\n
Here\u2019s a brief overview of some notable brand collaborations in the smartphone market:<\/p>\n
Huawei and Leica \u2013 This partnership produced the stylish Huawei P9 smartphone with a dual main camera, but ended due to US sanctions against Huawei.
\nXiaomi and Leica \u2013 After Huawei\u2019s breakup with Leica, Xiaomi announced a long-term cooperation that led to the impressive Xiaomi 12S and 12S Pro duo.
\nMotorola and Hasselblad \u2013 Motorola\u2019s collaboration with Hasselblad for a smartphone with interchangeable Moto Z modules did not resonate well with consumers.
\nOnePlus and Hasselblad \u2013 This partnership resulted in great success, as seen in the OnePlus 9 flagship announcement.
\nNokia and (Carl) Zeiss \u2013 The Nokia N90 phone featured an inscription that read \u201cCarl Zeiss,\u201d marking an early collaboration between these brands.
\nSony and Zeiss \u2013 While their lenses have been highly praised for Sony\u2019s mirrorless cameras, this partnership hasn\u2019t translated well to Sony\u2019s mobile phones.
\nvivo and Zeiss \u2013 The satisfaction of taking photos with a vivo\/Zeiss phone is surprisingly high despite vivo not being as popular as other brands.<\/p>\n
Apple, Samsung, and Google are notable omissions from this list because they don\u2019t need brand partnerships to sell their phones. They have proven themselves capable in the mobile photography field over many years.<\/p>\n
Despite smartphones reaching a plateau in terms of overall innovation, mobile photography continues to evolve. The question remains whether photography-oriented brands like Leica, Zeiss, and Hasselblad will continue their partnerships or seek new opportunities.<\/p>\n
At the end of the day, what matters most is not just what brand name is inscribed on your phone but rather its ability to capture great photos. Whether it reads Leica, Zeiss or Hasselblad \u2013 or nothing at all \u2013 what\u2019s important is that mobile photography doesn\u2019t become boring.<\/p>","protected":false},"excerpt":{"rendered":"
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