Shulou(Shulou.com)11/24 Report--

A year ago, Huawei imaging technology brand XMAGE was officially released. On XMAGE, Huawei further condensed and summarized all the past accumulation, practice and creation. The birth of Huawei Image XMAGE marks the leading and mature of Huawei Image, and it has also become the exclusive logo of Huawei Mobile Image in the future.

It is also in this year that the smartphone market continues to show weakness, and the trend of innovation homogenization is becoming more and more obvious, although the major domestic mobile phone manufacturers are also trying to open up a new round of racing, one after another to innovate on the image race track, in order to break the existing pattern, but the major manufacturers have not found their own style, and are still reusing the style of the camera manufacturers they cooperate with.

As early as 2016, Huawei P9 series has already partnered with Leica, which is a mutual achievement between Huawei and Leica. Thanks to Leica's strong ability to capture color and light, Huawei P9 series brings authentic Leica colors. After that, there are portraits of Huawei P10 series, AI and super night scenes of P20 series, and super telephoto shots of the moon of P30 series.

Huawei Image has successfully broken the circle again and again, and behind it is the road of change in hardware technology of Huawei Image: the first in the industry to use ToF lenses, the first to invest in computational photography, the earliest to use outsole sensors, the earliest to put into mobile image zoom and telephotography, and so on.

It can be said that Huawei has always been determined to climb image technology, but also time and again to promote the rapid innovation and development of mobile images in the whole industry. It is this first-mover advantage that makes today's Huawei Image XMAGE become a school of its own, pulling apart the Rank with the second echelon still competing in technology and co-branding. Especially this year, with the release of Huawei P60 series and Huawei Mate X3 mobile phones, Huawei Image XMAGE has reached a new height.

Light, machine, electricity, computing to build the underlying technological innovation, outperform mobile images in the first half of the mobile image competition seems complex, but can be simply divided into two stages, the previous stage, is around the picture quality competition.

So in recent years, more and more mobile phone manufacturers choose to start with ultra-large bottom, ultra-high pixel, multi-camera, the parameters are often very exaggerated, at the same time, the ultra-thick body design is also constantly challenging the limits of users. However, no matter how to stack the devices, the precious internal space of the mobile phone is also limited, so the competition in the first half of the mobile image has become saturated, which directly leads to the increasingly prominent problem of homogenization of smartphone innovation.

At this stage, major manufacturers are pursuing clear photos, but inevitably make the phone thick and heavy, entering the "paradox of sacrificing the thickness, weight, feel and protruding lens of the fuselage in exchange for the amount of light."

Through a series of image technology innovation of optical design, mechanical structure, photoelectric conversion and image algorithm, Huawei has already solved the problem of clear photo taken by mobile phone, while taking into account the light and thin fuselage and extreme images.

Take "Light" as an example. The superfocus XMAGE imaging system carried by Huawei P60 Pro brings a "variable aperture" structure. The F1.4-F4.0 ten-step adjustable physical aperture can not only sense light and dark, but also realize the free adjustment of depth of field range and virtual degree.

In the photoelectric conversion link, the main photo also uses a RYYB supersensitive sensor, which greatly increases the amount of light input, realizes the upgrade of the full-link light input, and ensures the light and thin design of the fuselage at the same time.

For example, in the "machine" section, Huawei P60 Pro has the industry's first three-lens group long-focus structure, which divides the long-focus module into three groups: the supercondenser group brings the industry's largest F2.1 periscope long-focus aperture, which gathers more light; the middle long-stroke sliding axis zoom lens group realizes the high-precision micro-and short-range focus of the recent focus distance 10cm. The third is composed of image optimization mirror group, which is responsible for light finishing and realizes the flexible control of the focus distance of the module as a whole.

In terms of "calculation", Huawei P60 Pro also supports a new XD Fusion Pro texture engine and adds a new texture imaging channel, which can accurately restore the detailed features of things and reproduce the real texture perceived by human eyes.

This is a set of rigorous, scientific and unique self-developed imaging technology route, which is difficult for competitors to imitate and use for reference. behind it is the result of Huawei's extreme innovation, unlimited R & D investment and precipitation in the image field for many years.

This also pushed Huawei to take the lead in the competition in the second half of the mobile image, and opened the lead in the cognition of color style in the second half.

To create a unique XMAGE image style, leading the second half of the color style cognitive mobile image competition, is around the color competition.

Images are inseparable from color and shadow tone, and color is not like hardware such as lenses and sensors, which is biased and is a very objective and rigorous product of technological innovation.

But the colors are different. For example, when ordinary people look at a photo, they will have different subjective preferences for different color changes, because each person will have different physiological and objective responses to different spectral bands. For example, in the same scene, why the colors of the photos taken by some shots look both accurate and "tasteful" and have a sense of tone. Why do some shots look dull and mediocre? This is because different mobile phone manufacturers have different training and understanding of color, and even have completely different aesthetics. So for a long time, color is a very emotional, and even some "metaphysical" art. Behind it, it also includes research in different fields, such as art, psychology, color science and so on.

On the way to leading the innovation of color style cognition, Huawei has set up an image color research team, bringing together seven Dahua research institute experts from China, Finland, Japan and other parts of the world. it includes eight major research fields, such as art, psychology, optics and color science, with nearly 4 million entries from the image competition as samples. And with professional institutions such as the Color Research Institute of the Art and Science Research Center of Tsinghua University, Huawei's exclusive image style has been established through continuous accumulation and refinement.

This is also one of the reasons why Huawei Image XMAGE can "form its own school"-- its own style in image style. Take Huawei Mate X3 as an example, the texture engine brings the imaging authenticity experience of HUAWEI Mate X3 to a new height, allowing users to fully perceive the unique charm of Huawei mobile image "WYSIWYG".

For example, for fabric, leather, oil painting and other complex and fine texture, through high-frequency detail enhancement algorithm to fully restore; for jewelry, glassware, metal tableware and other common items with different textures in life, in the imaging process millisecond accurate restoration of the true texture seen by the naked eye.

Not only that, in terms of color, Huawei has further strengthened its unique XMAGE image style. Based on the primary color of XMAGE, it brings the bright style of XMAGE and XMAGE.

XMAGE fully rendering immersive atmosphere and rich and varied colors, rich and strong, bright and dark, in the sunset, autumn leaves and other bright color features of the scene can achieve surprising results. On the other hand, XMAGE is bright and clear, with distinct levels, and can freeze vivid colors, shadows and details when capturing characters and recording delicious food.

As a result, the three different tonality of XMAGE primary color, bright XMAGE and bright XMAGE have constructed a complete color tone system of Huawei Mate X3, which further meets the needs of consumers for different colors, as well as personalized expression.

Huawei Image XMAGE was born for one year, but it is more than one year ahead. Now Huawei has become a pioneer and leader in the field of mobile images, and this kind of leadership is also reflected in the humanistic spirit. For example, Huawei Video Competition (XMAGE Awards).

As early as 2017, Huawei first held the first Huawei New Image Competition, which attracted a large number of Huawei mobile phone users to participate. Previous video competitions not only stimulate the enthusiasm of global mobile phone users for image creation, but also become an important way to create image culture with the public. In addition, there are Huawei's "new image development plan", such as Huawei's new image Jinji mobile movie project, Huawei's new image community, and so on. During this year's MWC 2023, Huawei also released its first "Huawei Image XMAGE 2023 Annual trend report", which continues to explore the future development of mobile images.

On the road of image creation and artistic pursuit, Huawei mobile phone gives everyone the right to express their feelings and show themselves.

This year, Huawei P60 Pro ranked No. 1 in the world for its super-focused XMAGE imaging system, and also won the "Best Photography smartphone" award by TIPA Award (Association for Imaging Technology and Media). Huawei Mate X3, thanks to its strong product power, has once again become the "wealth management product" of the current mobile phone circle, and it is still hard to find a machine after it has been on sale for three months. And this is an important performance of Huawei Image XMAGE after enabling the product power.

With the three core pillars of the brand, such as the technological innovation ability of many years of industry leadership, the further creation of excellent image shooting experience, and the construction of high-end image culture, Huawei Image XMAGE, which was born one year ago, is far more than one year ahead in mobile images. It can be expected that Huawei Image XMAGE will continue to lead the innovation and breakthrough of mobile images on the next road.

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