Zeiss and Vivo in 2024: genius smartphone partnership or empty marketing?

A photo of the Vivo X100 Pro
(Image credit: Basil Kronfli)

Smartphone photography is big business, so it's no wonder brands like OnePlus, Huawei, Xiaomi and Vivo have all partnered up with iconic photography brands like Hasselblad, Leica, and Zeiss to boost their imaging cred. 

Smartphone fans consider Vivo something of a darling with its exceptional X Series, despite the fact its phones aren’t always widely available in the West. But for customers who don’t know much about brands like Vivo, Oppo or Xiaomi, an iconic camera brand logo around the back of a phone could add a much-needed trust factor. But are these camera partnerships all empty marketing, or can they really give you confidence that taking the plunge will actually get you better photos? 

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Basil Kronfli

Basil Kronfli is a freelance technology journalist, consultant, and content creator. He trained in graphic design and started his career at Canon Europe before moving into journalism. Basil is also experienced in video production, independently running the YouTube channel TechEdit, and during his time at Future, he worked alongside the Digital Camera World team as a senior video producer.