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On July 4, Huawei nova ushered in the pinnacle of the series’ front-end images, the Huawei nova 10 series.
Among them, Huawei’s nova10 Pro front binocular stereo vision system includes a front-facing 60 million ultra-wide-angle lens, the industry’s highest, and the industry’s first portrait close-up lens that supports 2x optical zoom and 5x digital zoom. Its greatest significance is that it brings the industry’s widest front zoom range (0.7x-5x), covering the 54mm portrait lens focal length, 27mm wide-angle lens focal length, and 19mm ultra-wide-angle lens focal length, once again reconstructing the mobile phone selfie experience. .
On the surface, Huawei has created another mobile phone with the best front-facing selfie in the industry. Behind it, Huawei has once again led the development direction of front-facing imaging technology.
At a deeper level, this is actually the driving force behind Huawei’s mobile phone business to innovate products around consumers’ needs and continue to make breakthroughs in image experience and technology.
Looking back at the development history of mobile imaging, it is not difficult to find that Huawei is present in every revolution. Relying on solid technical roadmaps and continuous R&D investment, Huawei has turned many ideas for mobile imaging into reality, becoming a pioneer and leader in the field of mobile imaging.
From cooperating with Leica, to creating a new imaging brand Huawei XMAGE independently. Huawei’s exploration and leadership of mobile images is far from over. In the author’s opinion, with the continuous improvement of Huawei’s imaging capabilities, it is more correct to take the strength in hand, build the ability on the body, and walk on its own path.
Building a new imaging brand around flagship phones: Huawei XMAGE “replaces” Leica
On July 2, Huawei officially announced Huawei’s imaging technology brand, Huawei Imaging XMAGE, which is also the exclusive logo of Huawei’s mobile imaging. In other words, after Huawei ends its cooperation with Leica, this will be an exclusive icon belonging to Huawei Imaging in the next stage.
From a brand perspective, the birth of Huawei Imaging XMAGE not only announces the leadership and maturity of Huawei’s mobile imaging, but also represents a continuous breakthrough and commitment. As the industry’s first imaging technology brand, Huawei Imaging XMAGE can be said to have created a milestone moment in the branding of mobile imaging. This move is also sending a clear signal to the outside world: Huawei still has the determination to continue technological innovation and constantly break through boundaries, and the ambition and will to not be afraid of challenges.
It can be confirmed that Huawei Image XMAGE Huawei integrates all the past accumulation in the field of mobile imaging to make the most competitive imaging system. In terms of positioning, Huawei Image XMAG is built around Huawei’s flagship machine. Only flagship products that achieve sufficient top-level shooting effects can use the Huawei Image XMAGE logo. It is understood that Huawei will continue to follow the direction of real, warm, sharp, and high-definition image style in Huawei’s next-generation flagship mobile phone, bringing another breakthrough in mobile imaging, and at the same time building users’ new understanding of Huawei’s imaging XMAG.
Strength must be grasped in the hand, ability must be built on the body
I believe there is a question that everyone is curious about. The cooperation between Huawei and Leica is the most successful case of cooperation between a mobile phone brand and a traditional international camera giant. Why not cooperate now?
In the early days of mobile imaging exploration, Huawei hoped to absorb the experience of traditional industries, so it cooperated with Leica to introduce color and tone expressiveness into the field of mobile imaging. However, with the progress and development of mobile imaging, the experience and technology from traditional industries have been unable to meet the needs of Huawei’s imaging for further breakthroughs, and are not enough to help Huawei bring more value and experience to users.
It is undeniable that in the process of cooperation between Huawei and Leica, the two sides have achieved each other. But facing the future, the gap between traditional images and mobile images has become more and more obvious, which also makes Huawei build its own capabilities.
Photo By Shishkina Alexandra Nikolaevna-HUAWEI nova 5T
For example, traditional large cameras rely on a large enough lens, enough light input, and a larger bottom to build the shooting effect, but the processing power is very weak, and they are basically straight out. However, mobile images have inherent weaknesses. Due to the limitation of volume and space, the optical system cannot be made that large, and the constraints on the hardware must be “opened up” through powerful processing advantages, so that the shooting effect can meet or even exceed the expectations of consumers. .
Therefore, Huawei chose a development path of “focusing on me” and built its own brand of Huawei XMAGE. To put it simply, it is to grasp the strength in the hand, and build the ability in the body, so as to create a mobile image style unique to Huawei.
Going your own way is the more correct direction: Huawei Imaging has become a faction of its own
Throughout the development of mobile phone mobile imaging, cross-border cooperation and brand marriage are all transitions. Without exception, we must return to independent development and go our own way is the more correct direction. In fact, before the establishment of the Huawei Imaging XMAGE brand, Huawei Imaging has become a faction of its own. For example, it took the lead in proposing “AI photography”. Based on the powerful computing power of the chip, the image quality was greatly optimized, making it possible for small lenses to break through the boundaries of optics and physics.
Photo By Song Zhen – HUAWEI Mate 40 Pro
Super Night Scene allows users to gain more freedom and inspiration in the time dimension of creation. The dimension of photographic distance has also been continuously expanded in recent years. Super macro with a focus as close as 2.5 cm, and a moon mode as far as 380,000 kilometers away, these subjects that originally required special equipment to shoot, are now readily available to almost every Huawei mobile phone user.
Photo By Yang Jianxiong – HUAWEI Mate 40 Pro
Cinema lenses allow creators to bring everyday stories to the big screen; primary color engines enable “what you see is what you get”; hyperspectral imaging captures the magical world beyond visible light; computational optics captures clear and sharp images.
High-standard optical design, unique filter technology, multi-frame image fusion algorithm… Hardware, software, and chips work together. Huawei has established a full-link imaging technology system from the dimensions of optical system, imaging technology, and image processing.
Through in-depth R&D and innovation of the technical routes of light, machine, electricity, and computing, Huawei Image XMAGE has formed four core styles of authenticity, warmth, sharpness, and high image quality, allowing users to see at a glance that the photos were taken by Huawei mobile phones.
It is reported that Huawei Imaging XMAGE will continue to optimize, deepen and penetrate key technical fields such as optical systems, imaging technology, and image processing in the future, and achieve continuous leadership in the imaging field.
Are Huawei phones without the Leica logo still high-end?
In the past, Huawei mobile phones with the Leica logo symbolized high-end. Now that there is no Leica logo, are Huawei mobile phones still high-end? The market speaks for itself.
Third-party data shows that in the first half of 2022, in the ultra-flagship mobile phone market of more than 12,000 yuan, Huawei still maintains the first market share; in the mid-to-high-end market between 4,000 yuan and 8,000 yuan, Huawei ranks second. In the first half of 2022, in the field of folding screen mobile phones known as the “golden market” in the mobile phone industry, with Huawei Mate Xs 2, Huawei P50 Pocket, Huawei Mate X2 and other products, Huawei’s market share in China’s folding screen mobile phones exceeded 50%. .
There is no doubt that in today’s domestic high-end mobile phone market, Huawei is still the leader, which is enough to show that Leica is no longer the key to users’ choice of Huawei, and users’ recognition of Huawei has not declined.
Today, Huawei’s XMAGE, built by Huawei’s “lifetime efforts” in mobile imaging, also gives us every reason to believe that the next-generation flagship mobile phone will bring us more surprises.
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