DxOMark CEO Says Brands Won't Ship A Device If It's Unlikely To Win First Place

DxOMark CEO Says Brands Won’t Ship A Device If It’s Unlikely To Win First Place

DxOMark is an independent organization that evaluates smartphones, lenses and cameras. Many flagship smartphones receive photos, video footage, and overall scores from DxOMark. Brands used to care a lot about DxOMark scores and used to brag about the performance and quality of their cameras.

In recent years, brands have not used this metric unless a new device ranks #1 on DxOMark. This is what DxOMark CEO Frédéric Guichard explained during an interview with Zemian News.

Xiaomi Mi 11 Ultra (left) and Xiaomi 12S Ultra (right)

Regarding Xiaomi and other manufacturers not submitting devices for DxOMark evaluation, Gichar said, “It’s not that fewer manufacturer evaluations don’t use our test results, but fewer mobile phone test results can rank first.” Guichard argues that a device ranked No. 1 on DxOMark gets a lot of attention from advertisers, and so if a brand doesn’t believe a smartphone will take No. 1, it won’t send the device in for testing.

This was in response to a report from recent weeks in which Xiaomi did not submit the Xiaomi 12S Ultra to DxOMark, as announced by CEO Lei Jun himself. DxOMark independently purchased and evaluated the Xiaomi flagship. Overall, it scored 138 points, a few points short of the 143 points that the Xiaomi Mi 11 Ultra scored last year.


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