The world's first camera that uses content credentials to create a seamless chain of authenticity from capture to release. Since its introduction in , the Leica M has stood for lively and authentic images from the heart of the action like no other camera.
Photojournalists working in crisis areas in particular value the intuitive, unique and unobtrusive style of M photography. Since then, countless iconic images have been taken with M cameras that reliably document world history. In today's digital age, however, content can easily be manipulated. Fake photos and artificially generated images deprive consumers of trust in the accuracy of digital content and make it difficult to prove the authenticity of one's own images.
A fatal problem that threatens the basis of photographic reporting. Leica Camera AG is once again demonstrating its pioneering spirit and setting another milestone in the history of photography with the launch of the Leica MP. It is the world's first camera to store metadata by attaching content credentials at the time of capture in order to protect the authenticity of digital images.
These content credentials are the digital nutritional value mark and the most widely used industry standard for all types of content, as well as the basis for more trust and transparency on the Internet. With the MP, Leica is honoring the invaluable work of all photographers and preserving this basis for digital content and its sources. This function provides an additional level of transparency when designing and modifying an image.
It allows information such as names, dates, changes made and tools used to be securely attached, thus creating awareness of the origin of the file. Leica's Content Credentials technology ensures the authenticity of the image using special hardware in the camera.
