DxOMark CEO says brands won’t ship devices unless likely to rank first

DxOMark is an independent organization that rates and reviews smartphones, lenses and cameras. Many flagship smartphones get photos, videos and overall scores from DxOMark. Brands used to care a lot about DxOMark scores and used to brag about their camera’s performance and quality.

In recent years, brands don’t use this metric unless a new device ranks first on DxOMark. This was explained by DxOMark CEO Frédérik Guichard during the interview Jiemian News.

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

As for Xiaomi and other manufacturers not sending devices to DxOMark for evaluation, Guichar said: “It’s not that fewer manufacturers don’t use our test results, but fewer cell phone test results may be in the first place.” According to Guichard, that a device that ranks first in the DxOMark score gets a lot of promotional attention, so if a brand doesn’t believe the smartphone will be the first, it won’t send the device for testing.

That was a reaction to a message from the last weeks when Xiaomi did not send Xiaomi 12S Ultra on DxOMark – as announced by CEO Lei Jun himself. DxOMark purchased the Xiaomi flagship and evaluated it on its own. Overall, it scored 138 points, which is a few points less than 143 Xiaomi Mi 11 Ultra he scored last year.


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