If a brand knows their device won’t rank first, they won’t send it in for review

in the past years DxOMark It has become an independent organization to check the performance of different parts of smartphones, including their cameras. But the importance of this organization for companies has decreased compared to the past, which is apparently due to the interest of brands in placing their products first in DxOMark reviews.

Several years ago, when companies announced their new phones at various events, they would show the DxOMark score of their cameras to the audience to show off the performance of their products. But nowadays we rarely see such a thing and even some devices are bought by this website itself and the companies do not send them.

The DxOMark website reviews smartphone cameras in the photography and videography department and gives them an overall score. Of course, with the addition of telephoto and periscope cameras to mobile phones, the zoom function is also examined in this reference.

Now the CEO of DxOMark, Frédéric Guichard an interview Brands say they won’t use the score as a benchmark to show their performance until their phone gets the top spot in reviews.

Not submitting Xiaomi phones to DxOMark

According to Guichard, the reason Xiaomi and other brands don’t send their phones to this authority for review is because they don’t get the highest score. Guichard claims that if a device gets the highest score in DxOMark reviews, it gets a lot of attention and companies can use this score for advertising.

Guichard’s words are not unrelated to the statements of the CEO of Xiaomi about not submitting its latest flagship to DxOMark. Several weeks ago, Lee Jun said that the company will not send the Xiaomi 12S Ultra to this reference.

Despite this, DxOMark purchased and reviewed the Chinese flagship itself. The Xiaomi 12S Ultra scored an overall score of 138 in this review, which is several points lower than the 143 score of its predecessor, the Xiaomi Mi 11 Ultra.