Leica Confusingly launches the MagSafe LUX Grip.

 

Leica have made the choice, in our opinion foolishly, to manufacture and release a new product, the Leica LUX Grip for MagSafe iPhone's.  We have three issues with this, one, it devalues the Leica brand, two, it silently admits it's loosing the camera battle, and three, there are mass-market options that are cheaper making it idiotic.

Of the first, Leica is supposed to be a high-end specialist brand, which focuses on ultra high quality rangefinder's and imaging equipment.  What is supposed to make them stand out is the famed quality of their lenses.  Along with their solid German made construction.  This is a plastic iPhone accessory, with no connection to this heritage.  This is not to say Apple isn't also a luxury brand.  Its Hermes collaboration attest to that.  However, there is a genuine symbiosis between the two luxury giants.  A careful application of Hermes specialism's of leather and high-design with Apple's technology.  Here there's nothing.  just a 130g handle.

As to the second, this can't possibly be seen as anything other than a tacit admission that iPhone camera's are of a similar standard to a Leica.  Many would point towards the entry-level products that Leica produce, such as the SoFort, and D-Lux, and scoff at this.  Yet, returning to the first point, they're Leica camera's, this is a grip for an Apple iPhone, meaning it's essentially an accessory for a different camera brand.  As stated, how can that be interpreted other than an acknowledgment that iPhone's now compete with Leica's?

Finally, of the third point, products precisely like this have been produced for years.  The brand Shift Cam has been making them for some time, and they charge about £130.  Not to mention the hundreds of budget options on Amazon starting from £20.  Why buy Leica's £260 model when you can get the same product, for half or less?  Remember this isn't like asking "why get the Sofort 2 when you can get a Fujifilm Intax Mini Evo?"  The answer to that is simple; because it's a Leica camera, with a Leica lens.  That doesn't apply here.  

In one incredibly foolish move Leica have released an overpriced item, of little utility, which devalues their brand, and admits iPhone's are chipping way at their bottom line, and may even be able to compete.  Most unwise.  Maybe you disagree, well you're wrong.  Still want it?  It's out soon, from Leica.