Canon is looking to partner with a smartphone manufacturer

A few weeks ago reports came out that Canon was looking for a smartphone partner to help with branding and mobile technology. While not much was said from Canon themselves, we have been told that the idea has made it’s way down the chain at Canon and it’s an active project.

The biggest question is obviously? Which phone maker would it be?

Xiaomi seems to have a very strong relationship with Leica, as we’ll see how things go with the upcoming Xiaomi 13 Ultra. While Xiaomi is a household name in most of the world, it’s not as well known in the United States.

Oppo is working with Hasselblad/DJI, and Vivo is currently partnered with Zeiss. With Zeiss leaving the photography market, the future of that collaboration may not be set.

Huawei is a brand that is popular outside the G7, but there have been a lot of restrictions placed on the brand, so they are probably out of the conversation.

That leaves the two global giants, Apple and Samsung. I can’t see either of them wanting to bring an outside brand into the mix. I don’t really think either of them need it, unless there is some kind of technology that Canon has, that would shake things up. Google and the Pixel line, while they make some great devices, I also can’t see Google letting go of some level of control.

That brings us to the rest of the brands that make up a pretty small percentage of the market share combined. One could bring up Asus, Motorola, Honor and OnePlus… which again doesn’t seem like a strong move for Canon.

The only other brand that we can think of, and a brand that may have some strange/unique things up their sleeves in the future is Nothing. They have very little market share and global reach, but they seem to be a relatively interesting smartphone manufacturer to keep an eye one, because let’s be honest, most of that space has become a little bit stale.

If you did go with a company like Nothing, it would definitely be a long-term strategy, there is a lot to do at that brand, and it would require significant investment from Canon.

We also wonder if wanting this type of partnership is to help grown Canon’s OEM sensor business that is absolutely dominated by Sony.

The other question that we don’t have an answer for, does camera branding on smartphones bring in more sales for the smartphone manufacturer?

I’m sure we’re going to hear more talk about this in the future, as we do believe it would be a pretty good idea if the right situation presents itself. The wrong one? Time will tell.

Go to discussion…

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