|Leica T Type 701|
Leica, the company, is about superlatives. To some people, Leica is all about being the very best in lenses, but in truth, the brand is no longer merely about photography. It has solidly crossed over into the luxury goods market, sometimes unashamedly so. This is a different commercial space with a different clientele, but luxury only goes so far in the consumer electronics space without credibility or distinction to back up the premium pretensions. Leica has built up the bottom end of their business with "affordable luxury" compacts and the X1/X2 and X-Vario cameras, but the problem with this portion of the market is that products quickly show their age, no matter how beautifully they are crafted. To that end, the Leica T does an end run around the issue of whether or not it is distinctively better than other cameras by being conspicuously distinct in design.