Smartphone cameras have come a long way from being simple point-and-shoot tools. Over the past decade, photography has become one of the biggest selling points for any premium device. And that’s where camera brand partnerships come in. Companies like Xiaomi, Vivo, and OnePlus have all partnered with legacy camera makers to refine colour science, improve image processing, and add a touch of prestige to their devices. Now, Realme has joined the list, announcing a new partnership with Ricoh, the Japanese imaging company behind the iconic GR camera series. But why are smartphone brands so keen on these collaborations, and do they really make a difference?
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For most brands, teaming up with a reputable camera manufacturer is about more than just technology; it’s about credibility. When a smartphone carries a Leica or Zeiss logo, it instantly gains a level of trust among photography enthusiasts. It tells users that the device’s camera experience has been fine-tuned by people who understand optics at a professional level.
Take Xiaomi, for example. Its partnership with German optics maker Leica has been central to its premium flagship phones like the Xiaomi 14 and 15 series. The collaboration focuses on creating authentic colour tones and realistic image processing. Xiaomi and Leica have been working closely on camera algorithms, filters, and even the ‘Leica Authentic’ and ‘Leica Vibrant’ image profiles that users now associate with the brand.
Vivo’s partnership with Zeiss follows a similar philosophy. The Vivo X-series, along with the company’s V-series phones, carry the Zeiss branding and benefits from the brand’s expertise in lens coatings, optics, and tone calibration. These touches may sound minor, but they often lead to visible improvements in portrait rendering and low-light performance.
For OnePlus, the partnership with Hasselblad was both a marketing move and a technological upgrade. Hasselblad, known for its medium-format cameras used in space missions and fashion photography, lent OnePlus valuable insights into colour tuning and exposure balance. However, the collaboration has now come to an end, with OnePlus shifting focus to its own ‘DetailMax Engine’ for future models. The recently launched OnePlus 13 series marks the last phone line to feature the Hasselblad branding.
Realme’s new partnership with Ricoh GR marks the brand’s biggest step into serious mobile photography yet. Ricoh, a Japanese company with roots dating back to 1936, is known for its GR series cameras, compact devices loved by street photographers for their sharp lenses and film-like tones.
The upcoming Realme GT 8 Pro will be the first phone to feature Ricoh’s influence. The two companies claim to have spent four years co-developing the imaging system, focusing on realistic street photography features, Ricoh-style colour science, and even a custom user interface inspired by the GR series. The idea is to make the photography experience feel more authentic and creative on Realme smartphones, that’s not just algorithmically enhanced.
That said, whether the Ricoh collaboration delivers real-world benefits or mostly branding value will depend on how well the software and hardware work together.
Interestingly, the two biggest names in the smartphone world, Apple and Samsung, still don’t rely on any external camera partnerships. That’s because both brands have heavily invested in developing their own imaging systems. Apple controls everything from hardware to software, allowing it to fine-tune colour science and processing within its ecosystem. Samsung, on the other hand, has decades of experience in sensor manufacturing and image processing, giving it full control over its flagship Galaxy S and Fold series cameras.
This self-reliance is also why Apple and Samsung rarely feel the need for external validation. Their camera capabilities are well-established, and their massive R&D budgets give them the confidence to innovate independently.
There’s no denying that such partnerships can improve a phone’s image output. Legacy brands like Leica or Zeiss bring deep knowledge of colour science, lens coatings, and image tone reproduction. This helps smartphone brands avoid issues like oversaturation or harsh processing, leading to more natural and balanced photos.
However, there’s also a marketing side to it. These collaborations help phone brands look more premium and appeal to enthusiasts who recognise names like Hasselblad or Leica. But in most cases, the hardware is still designed by the smartphone company, whereas the camera brand’s role is more about tuning and software calibration than physical components.
At the same time, these partnerships can’t replace the physics of a large camera sensor or optical zoom lens. Even the best co-engineered smartphone cameras can’t truly match a full-frame DSLR or mirrorless setup. But for everyday users, the improvements in tone, sharpness, and realism are still meaningful.
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