Xiaomi launches new smartphone brand focused on photography

It looks like Xiaomi has found a way to take advantage of its latest acquisition, Meitu's hardware business focused on selfie smartphones. Far from being a major player in the smartphone business, Meitu has decided that Xiaomi is the perfect partner to help increase its growth. While Xiaomi will handle design, R&D, and sales of Meitu-branded smartphones, Meitu will work on improving the phones' camera software.

Today, Xiaomi announced a brand new smartphone brand, which is “designed to be a flagship for photography and selfies with both front and back cameras.” Dubbed Mi CC, the new brand will be supervised by a newly founded entity called Xiaomi x Meitu AI Beauty Lab.

According to Xiaomi, the new brand will help the world's number 4 smartphone vendor to further expand and diversify the user base of Xiaomi in 80 markets. Aimed at youngsters, the Mi CC brand refers to camera+camera, but it's also a love letter to those who are looking for chic, cool and colorful devices.

Interesting enough, the Mi CC was created by Xiaomi's youngest product teams. No new devices have been revealed along with the new brand, but it's likely that many of them will be exclusively available in China.

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