The Leica Leitz Phone, now under the Leica brand, is finally no longer a dream item exclusively for the Japanese market. With MWC 2026 just around the corner, Xiaomi's global community has released information in advance, confirming that the Xiaomi 17 Ultra Leica Edition, previously launched in China, will, as rumored, become the next-generation Leica Leitz Phone and be launched in the international market.
For the past few years, the Leica Leitz Phone, personally sponsored by Leica and bearing its signature red "Cola logo," has been a product of a deep collaboration with the Japanese brand Sharp, and has been built based on Sharp's flagship R-series Pro models. However, with the dramatic changes in the smartphone market landscape and the shifts in Sharp and Leica's respective market strategies, this highly significant partnership has officially undergone a transformation, with Xiaomi replacing Sharp as Leica's newest partner.
Xiaomi Mi 17 Ultra International Version "Transforms" into Leica Leitz Phone
Xiaomi launched in the Chinese market last yearXiaomi Mi 17 UltraAt the same time, a Xiaomi 17 Ultra Leica Edition, which was developed in deep collaboration with Leica, was also launched. This phone not only adopted a black and silver dual-tone textured back that paid homage to classic cameras, but also added a physical zoom ring design around the lens module, which not only improved the actual mechanical operation feel, but also added an eye-catching red Leica logo to the body.
As MWC 2026 unfolds, Xiaomi confirmed through its global social media platforms that the Leica version, which is expected to be launched simultaneously in the global market, will become the next generation of Leica Leitz Phone. This will not only replace the original collaboration between Sharp and Leica, but also further enable the Leica Leitz Phone to enter the global market, no longer being a product exclusively sold in the Japanese market.
Sharp's abandonment of high-end flagship phones has enabled Xiaomi to take over completely.
As for Leica's decision to shift its partnership from Sharp to Xiaomi, the key lies in Sharp's recent...Product strategy adjustment.
Faced with the fiercely competitive smartphone market, Sharp has gradually abandoned its top-of-the-line "Pro flagship" product line and instead focused its resources on mainstream and entry-level models (for example, after launching AQUOS R10 last year, there are no plans to launch AQUOS R10 Pro).
In contrast, Xiaomi has successfully entered the Japanese market with Leica-branded phones since the Xiaomi 15 series. This not only filled the gap left by Sharp, but also proved Xiaomi's strength in hardware manufacturing and global distribution channels, which is enough to support the Leica Leitz Phone brand.
Global listing strategy and Taiwan market layout become the focus
The best news for photography enthusiasts worldwide is that the new generation of Leica Leitz Phone will break the curse of being "only sold in Japan" during the Sharp era, as previously rumored, and will be launched in international markets outside of China.
However, the relevant details still need to be clarified at the MWC 2026 launch event. For example, will this phone be sold through Xiaomi's existing global Xiaomi Home and distribution system, or will it be sold through Leica's official direct stores as in the past? Whether this phone with the genuine Coca-Cola logo will be introduced to the Taiwan market, as well as the subsequent warranty and repair, will be the focus of local consumers' attention.
