When Xiaomi launched the 17 and 17 Ultra in Europe on Saturday, it took a different tack than the industry trend: it didn’t put much emphasis on AI. And it didn’t really mention AI when it introduced the cameras on the two phones, including a special edition of the 17 Ultra created in collaboration with Leica. According to Angus Ng, the company’s director of communications and public relations, that wasn’t a coincidence.
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“We’re still focusing on what the hardware limitation is,” Ng said at MWC 2026, when I asked him why their approach to photography seems so different from the recent releases of Google’s Pixel 10A and Samsung’s Galaxy S26. “If we get to a point where we can’t innovate any more, then we’ll start looking at the software side as well.”
As for why Samsung has taken a different approach, Ng has a personal theory, and not necessarily a flattering one: “Because their hardware didn’t get upgraded, they focused on the software.”
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Xiaomi's strategy of focusing on camera hardware may seem unconventional in an era where artificial intelligence and software play a major role in improving photo quality. However, the company believes that technological advances in hardware can deliver more meaningful improvements in image quality. The partnership with Leica for the 17 Ultra is an example of this philosophy, as Xiaomi seeks to provide users with a photography experience that is based on the quality of the hardware.
While Xiaomi's approach may seem traditional, the company isn't completely ignoring AI. Instead, it's integrating it in a less obvious way, preferring to focus on hardware innovations. This strategy could prove successful as users look for devices that offer excellent image quality without relying solely on processing software.
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Xiaomi's differentiation from Google and Samsung could offer consumers an alternative option, especially for those who value quality hardware. As camera technology continues to evolve, it will be interesting to see how Xiaomi's strategy will impact the market and whether other companies will follow suit.
