An in-depth overview of active and discontinued smartphone camera partnerships
By 2025, smartphones have evolved far beyond their role as simple communication devices—they’ve become the lens through which we experience the world. As hardware performance begins to plateau, manufacturers are now channeling their innovation into photography. Partnering with renowned camera brands has elevated mobile photography to new heights. To make sense of it all, here’s a detailed rundown of the most significant smartphone–camera collaborations, both ongoing and legendary.
Ongoing Collaborations Between Smartphone and Camera Brands
Camera partnerships have become increasingly common, especially among Chinese smartphone manufacturers. In the past, brands such as Xiaomi and Oppo were primarily recognized for their affordability and overall value rather than their camera quality. However, this perception has shifted significantly, as most major phone makers are now teaming up with renowned camera companies to enhance their imaging performance. Below are some of the ongoing collaborations in the industry.
Xiaomi and Leica
Duration: 2022 – Present
Highlights: Joint development in both hardware and software, featuring Leica’s Summilux lenses and specialized camera tuning profiles.
Xiaomi’s collaboration with Leica began in 2022, right after Leica ended its alliance with Huawei — a topic we’ll revisit later. This partnership combines Leica’s renowned photographic filters within Xiaomi’s software and the premium Summilux lenses on the hardware front. The software experience features Leica’s iconic modes such as Authentic, Black & White, and Vibrant.
The alliance made its debut with the Xiaomi 12S Ultra and has since become a defining element of Xiaomi’s camera technology. Even models like the Xiaomi 17 continue to incorporate Summilux lenses. Overall, this collaboration helped Xiaomi transform one of its earlier shortcomings into a major competitive strength, positioning it alongside giants like Apple and Samsung.
Vivo and Zeiss
Duration: 2020 – Present
Highlights: Zeiss T* coating on camera lenses, a Biotar software filter for unique bokeh effects
Since 2020, Vivo and Zeiss have maintained one of the strongest collaborations in the smartphone industry. Their partnership began with the launch of the Vivo X60 series and introduced the “Vivo Zeiss Co-engineered Imaging System.” This alliance goes far beyond simple branding, integrating Zeiss’s renowned T lens coating*, which effectively minimizes glare and enhances light transmission for clearer images.
On the software front, the collaboration has a major influence on portrait photography. Zeiss’s distinctive Biotar-style bokeh filter gives portraits a professional and artistic depth, making them instantly recognizable. Initially exclusive to Vivo’s premium X-series lineup—such as the Vivo X200 and X Fold 5—the partnership’s benefits have now reached more affordable models like the Vivo V60e and X200 FE.
This continued cooperation has helped Vivo carve out a strong identity in mobile photography, producing portraits and videos that rival those captured with professional-grade cameras. As of now, it stands among the most impactful alliances in the smartphone imaging world.
Oppo and Hasselblad
Duration: 2022 – Present
Highlights: Primarily software-driven, targeting improved colour precision and enhanced low-light imaging capabilities.
Oppo initiated its collaboration with Hasselblad in 2022 through the launch of the Oppo Find X5. The partnership revolves around refining colour science, a field where Hasselblad’s long-standing expertise truly shines. As one of the most respected names in photography, Hasselblad’s influence is evident in the visual quality produced by Oppo’s smartphone cameras.
Currently, the alliance continues with the Oppo Find X8 lineup, with the Find X9 series next in line. This collaboration has played a major role in elevating Oppo’s reputation, positioning it among the leading brands delivering ultra-premium mobile camera experiences.
Sony and Zeiss
Duration: 2020 – Present
Highlights: Zeiss T* coating on lenses for clear photos
Sony’s collaboration with Zeiss in the smartphone segment began with the launch of the Xperia 1 Mark II in 2020. Their most recent flagship to incorporate Zeiss technology is the Xperia 1 Mark VII, introduced in early 2025.
This alliance goes beyond smartphones — Sony and Zeiss have maintained a long-standing relationship in the development of G Master camera lenses. In mobile devices, Sony utilizes Zeiss’s renowned T lens coating* and optical expertise to ensure superior image clarity and advanced lens performance for its Xperia series.
Realme and Ricoh
Durations: 2025 – Present
Highlights: Software-driven collaboration, with Ricoh contributing image tuning and distinctive photography styles
The collaboration between Realme and Ricoh is the newest among smartphone-camera partnerships, debuting with the Realme GT 8 Pro. Similar to other brand alliances, this partnership is expected to enhance Realme’s camera capabilities through Ricoh’s extensive imaging expertise.
Although the true impact will be clearer once the device launches, Ricoh’s legacy in the photography world—particularly its influence in street photography—suggests that users can look forward to a fresh and artistic imaging experience on Realme devices.
Phone and Camera Brand Collaborations from the Past
Although today’s market is ruled by a few prominent names, the journey of smartphone photography has been shaped by several earlier brand collaborations. These partnerships once represented innovation and excellence, giving rise to some truly iconic devices. However, most of them eventually came to an end due to strategic changes, limited commercial benefits, or mutual decisions to move on.
OnePlus and Hasselblad
Duration: 2021 – 2025
Highlights: Software enhancements for improved colour precision
The collaboration between OnePlus and Hasselblad began in 2021, debuting with the OnePlus 9 series. The focus was primarily on refining software to deliver more natural and consistent colour reproduction — an area where OnePlus had previously struggled. Through Hasselblad’s expertise in colour calibration, the partnership significantly elevated OnePlus’s camera performance.
This alliance continued until the OnePlus 13, after which the brand chose to discontinue it and channel efforts into developing its own OnePlus DetailMax Engine. Despite its conclusion, the collaboration proved pivotal for OnePlus, helping the company secure a stronger foothold among flagship smartphone makers with camera performance that could finally rival leading competitors.
Huawei and Leica
Duration: 2016 – 2022
Highlights: Combination of hardware and software, Leica optics, and specialized camera filters.
The collaboration between Huawei and Leica began in 2016 with the launch of the iconic Huawei P9, featuring a groundbreaking dual-camera setup with separate RGB and monochrome sensors. Leica’s expertise enhanced the monochrome photography, giving images a distinctive quality. Together, Huawei and Leica co-engineered lenses and introduced innovations such as AI-driven night mode on the P20 Pro and advanced zoom features on the P30 Pro.
This partnership significantly boosted the perception of Huawei’s camera capabilities and became a key competitive point among flagship smartphones, driving innovation across the industry. However, the collaboration concluded in 2022, shortly after the release of the P50 Pro.
Nokia, HMD, and Zeiss
Duration: 2005–2022
Highlights: Combined expertise in optics and software through Zeiss’ PureView Imaging
For many, this represents the classic camera collaboration in mobile history. Devices featuring Zeiss lenses, starting with the legendary Nokia N95, were known for exceptional imaging quality. The partnership reached its peak with the Nokia 808 PureView, boasting a groundbreaking 41 MP sensor, followed by the Lumia era’s Lumia 1020, which also featured a 41 MP camera with Xenon flash. This period is widely regarded as the golden age of smartphone photography in the early 2010s.
The collaboration, however, began to unravel after Microsoft acquired Nokia and eventually discontinued the Lumia series. Later, HMD Global revived the Nokia brand with the Nokia 6, maintaining the Zeiss collaboration. While these devices were well-received, HMD’s inconsistent material quality meant that models like the Nokia 9 PureView and Nokia XR20 were among the last to feature Zeiss optics before the partnership ended.
Motorola and Hasselblad
Duration: 2016
Highlights: The collaboration between Hasselblad and Motorola centered exclusively on hardware for Moto Mods.
Although it lasted just a single year, Motorola teamed up with Hasselblad to develop a camera module for its Moto Z series. The accessory, called the Hasselblad True Zoom, featured a 10x optical zoom and a Xenon flash, and it attached magnetically to the back of Moto Z smartphones.
Ultimately, the partnership remained an experimental venture. The Moto Z series and its modular design didn’t gain widespread popularity, leading to the end of both the Z series and the Hasselblad collaboration.
These examples highlight how past collaborations between smartphone makers and camera brands have sparked innovation, pushing companies to create standout devices. Such partnerships continue to influence the evolution of mobile photography, and it’s clear that smartphone cameras have an exciting future ahead.
