At the MWC 2026 exhibition held in Barcelona, Spain, Chinese tech company Xiaomi unveiled its new smartphones, the 17 and 17 Ultra. At a time when the industry is generally touting AI imaging features with high-profile publicity, Xiaomi deliberately downplayed the concept of artificial intelligence in this launch, instead emphasizing the professionalism of its optical hardware and its collaboration with Leica, which has attracted industry attention.
Strategic Difference: Hardware First, AI "Not So Aggressive"
When introducing the camera systems of these two devices, including the special edition 17 Ultra co-developed with Leica, Xiaomi did not mention AI. Angus Ng, the company's Director of Communications and Public Relations, explicitly stated in an interview at the exhibition that this was a deliberate choice. "We are still focusing on the limitations of hardware at the moment." When asked why Xiaomi's photography approach differs from recent releases like the Google Pixel 10A and Samsung Galaxy S26, he explained, "If we indeed reach a point where we can no longer innovate, then we will also start looking at the software side."
Ng further revealed that Xiaomi's current imaging sensors and systems do include software and AI processing, but "it's not as prominent as Samsung's." "When we did use AI processing and focused on it one or two years ago, the feedback wasn't overwhelmingly positive." Regarding Samsung's AI imaging strategy, Ng offered a personal observation: "Because their hardware hasn't been upgraded, they are focusing on a software strategy."
Highlights of the 17 Series: Continuing Leica Partnership, Focusing on Optical Innovation
Despite not emphasizing AI, the Xiaomi 17 and 17 Ultra still possess a strong foundation in imaging hardware. The deep collaboration with Leica continues on the 17 Ultra, focusing on a professional-grade mobile photography experience. Xiaomi hopes to build differentiated imaging competitiveness through optical innovation at the hardware level, sensor upgrades, and color science.
Industry Observation: A "Counter-Trend" Choice Amidst the Fierce AI Imaging Battle
At a time when manufacturers like Google and Samsung are promoting AI computational photography as a core selling point, Xiaomi's hardware-first strategy constitutes a "counter-trend" choice. This also reflects the divergence in the development path of mobile imaging: one side believes algorithms can now "create something out of nothing," while the other insists that optics are the origin of imaging. Feedback from the MWC show floor indicates that Xiaomi's strategy has prompted the industry to rethink the actual user acceptance of AI imaging.
