Gadgetory

it's an easy way to grab a few headlines smartphone manufacturer partners with camera manufacturer to improve phone photography but do we really get better cameras out of these partnerships we're taking a look at three phones which where their photography branding on their respective shells the Lumia 950 the BlackBerry Prive and the Huawei p9 Nokia landed one of the most high-profile partnerships working with Carl Zeiss optics since 2004 starting with N series phones and later moving the Lumias these two companies developed a reputation for bleeding edge mobile camera hardware it's difficult to imagine what the phone photo landscape would look like today had these two companies not joined forces looking at Microsoft's Lumia 950 specifically it continues a tradition of superior optics this zeiss lens is wonderfully sharp which is necessary when paired with such a pixel dense sensor the downside to this camera comes in the form of an app which is falling behind the competition and image processing which is inconsistent at best what we don't know is whether this relationship will continue into the future the Nokia brand will be returning to smartphones but it's still unknown of other Nokia created brands like clear black or pure view will also make the jump back to Finland will zeiss offer lenses and guidance to Microsoft will Nokia win back vices affections or will we see high quality optics on both manufacturers phones time will tell while Nokia and Zeiss show us the long-term benefits of a photography partnership let's look at two more recent adopters of this strategy blackberry historically hasn't been known for supplying great cameras on phones otherwise excellent hardware like the passport would include mid Packard downright mediocre photography gear this all changed with the Prive thanks in part to a deal with Schneider lenses Schneider is well known in the world of cinematography and the privy benefits from having higher quality glass blackberry also took this opportunity to supply its first Android phone with a much nicer camera app the two improvements working in tandem to deliver something far more competitive it's not a good enough excuse anymore that labeling a phone as a business device means a company can include a me Yoker camera the business people use cameras - and the proof demonstrates a blackberry looking to improve their reputation both in and outside the corporate world as a brief side note to this discussion snyder used to partner with LG on feature phones back in the day a relationship long since dissolved while LG makes some excellent overall smartphone cameras today lens performances may be the weakest link of their photography chains lastly let's look at the new kid on the block huawei got a ton of buzz after announcing a deal with Leica and then received a bit of a backlash after it was revealed that Leica wasn't actually making anything for the Chinese manufacturer instead collaborating on the image processing and hardware design while certifying the manufacturing for any quality issues if not a quote real Leica this label should at least mean that this camera performs up to Leica standards so we're happy to see this huawei deliver some of if not the best still photos we've seen from any current smartphone shooter while many feared this is a cynical branding exercise the combo of Huawei engineering and Leica consulting does seem to have produced a better camera than Huawei could make on its own like Nokia and Zeiss before them there's potential here with a long-term collaboration to significantly influence the future of smart phone photography from these three examples we do see a benefit for consumers when a phone manufacturer reaches out to a camera company for assistance does that label mean a customer will receive quote the bestest camera ever because of a licensing deal not at all but we can be fairly confident that we'll see tangible improvements over previous phones from that manufacturer this notion is reinforced when looking at the shooters on Sony and Samsung devices as those two companies keep terrific cameras of visions in house and their phones benefit from that imaging access we're hoping to see more partnerships like this in the future maybe Olympus entering this market or Panasonic improving on phones like the CM one what might inspire Nikon or Canon to join this battle a smart phone with our red ring of L glass could be very compelling and of course we want to hear from you who would you most want to see partner up for a future mega camera smartphone drop us a comment below this video as always thanks so much for watching be sure to subscribe to this channel for more videos like these help us out with some shares and hit that thumbs up button for a little extra positive reinforcement for pocket now I'm Juan Carlos Pagnell you can chat me up on Twitter and Instagram as some gadget guy and I will catch you all on the next video