HUAWEI has detailed the development of its mobile imaging brand following the introduction of the Ruiying XMAGE label and the Ruiying Z10 modular camera. The camera accessory pairs a 1 inch 50 MP sensor with an optical system capable of continuous 10x optical zoom. The hardware sells in China for 5999 yuan on its own or 19499 yuan when bundled with the Mate 90 Pro Max Collector Edition.
HUAWEI Consumer BG CEO He Gang outlined the progression of the company imaging division across 3 separate eras, shifting from Next Image to XMAGE, and finally to Ruiying XMAGE. He explained that retaining the letter X across every brand upgrade represents ongoing exploration of the unknown in mobile photography.
Across 3 brand upgrades, we always kept the letter X to represent the unknown: the next photo can be better, the next phone can bring a better experience, and mobile photography still holds endless possibilities waiting for us to discover together.
HUAWEI Consumer BG Chairman Richard Yu confirmed that this brand transition reflects a plan to turn internal technical engineering into an international photography culture brand. The company will showcase this initiative during an exhibition titled Warm Symbiosis at the Grand Palais in Paris to mark the tenth anniversary of its mobile photography awards.
The Ruiying Z10 modular camera mounts directly to the Mate 90 Pro Max Collector Edition using the HyperClick physical lock. HUAWEI developed the unit as a full stack proprietary accessory combining a 1 inch 50 MP image sensor with 16 glass lenses organized into 6 optical groups. This assembly produces continuous 10x optical zoom with a focal range from 24mm to 240mm and variable physical apertures from F2.0 to 4.5.
The modular accessory captures raw visual data while offloading all image processing and file storage directly to the connected smartphone. This setup gives the mobile device the capabilities of a dedicated telephoto camera while using the phone internal processors to calculate exposure, color balance, and computational photography routines.
