Xiaomi took center stage at the Mobile World Conference (MWC) 2025 with the launch of its highly anticipated Xiaomi 15 series smartphones and a range of new tech gadgets.
During an exclusive press briefing, Daniel Desjarlais, Director of International Communications at Xiaomi, delved into conversation with Akram Ali, Head of Sales at ProPakistani, and addressed key industry questions, shedding light on Xiaomi’s strategic approach to AI, photography, gaming, and its partnership with Leica.
Xiaomi and Leica: A Shared Passion for Photography
Xiaomi’s collaboration with Leica, a century-old photography brand, was a major talking point. When asked about the challenges of this partnership, the Leica representative explained:
“Basically, we are two different companies. There is a very different mentality from the beginning. But there were also a lot of synergies. Innovation and having the best possible experience for the final user bring our products together. Especially for photography.”
On whether smartphone photography is opening doors for a broader audience, Leica added:
“Of course, Leica has been a camera company for a long time, and smartphone photography broadens our audience. Our goal is always to ensure that users can benefit from Leica technology in photography. Partnering with Xiaomi was the obvious way to do it.”
Xiaomi’s Unique Approach to AI and User Experience
When asked about the realism of Xiaomi’s Hyper AI and how it differentiates from competitors, Daniel Desjarlais emphasized usability over competition:
“Xiaomi is building this for usability, enhancing the user experience, and not to beat competitors. AI is already present in every device, but our focus is on practical innovation within our ecosystem.”
AI’s role in Leica technology was also discussed. A Leica representative explained:
“We use AI for calculating the best possible parameters. But our stance is that AI should work in the background so seamlessly that users don’t even realize it’s there.”
A Commitment to Gaming: Xiaomi’s POCO Brand
Addressing Xiaomi’s approach to the gaming community, Akram posed a question about what Xiaomi offers for mobile gamers. In response, Desjarlais highlighted Xiaomi’s dedicated POCO sub-brand:
“For the gaming community, we have POCO, which is dedicated to gaming. They invest uniquely in maximizing gaming performance with features like Wild Boost and Turbo. POCO is the best representation of a gamer-focused phone from Xiaomi.”
The Xiaomi 15 Ultra: A Device for Storytellers
Akram further inquired about the target audience for Xiaomi’s 15 Ultra, and Desjarlais pointed out two key groups:
“There are two major groups: first, TikTok fans, and second, people who want to vlog on every single lens. Previously, vlogging was limited to the main camera. Now, with enhanced videography capabilities, we are catering to a generation highly engaged in both short-form and long-form video content.”
When asked why consumers should choose the 15 Ultra over competitors, Desjarlais confidently stated:
“It depends on what they prioritize. In videography, Xiaomi is ahead. If you’re shooting in Pro Mode, the Xiaomi 15 Ultra offers the best videography experience, in my opinion.”
Xiaomi: More Than Just a Tech Company
One of the final questions explored Xiaomi’s approach to being more than just a tech brand—offering products that evoke emotion and enhance daily storytelling.
Desjarlais responded:
“Our CEO has always emphasized remaining friends with the user. Our mission is to make the world better through innovation, not just engineer high-tech solutions. We bring cutting-edge technology down to earth, ensuring that our innovations make an impact in everyday life.”
Leica’s Famous Colors and Filters: How It Works
On the topic of Leica’s iconic color science in Xiaomi smartphones, the Leica representative elaborated:
“The way we achieve Leica’s signature look is through color science applied within the device. There are multiple processes in the imaging pipeline, but one of the most characteristic aspects of Leica photography is color science. We have been perfecting this for four years to ensure that the cameras and smartphones maintain Leica’s authenticity.”
Xiaomi’s presence at MWC 2025 reinforced its commitment to innovation, usability, and consumer engagement. Whether in AI, gaming, or photography, Xiaomi continues to push boundaries, ensuring that cutting-edge technology remains accessible and impactful for users worldwide.
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