Yi isn't a household name in cameras by any means, but its new M1 Micro Four Thirds shooter could be tempting to Leica buyers on a budget, or at least that's what the company is hoping.
At around £255 (¥ 2199) for the version with a standard zoom kit, and about £100 more for the extended zoom model; it's certainly a price point that doesn't get enough attention in the Micro Four Thirds market.
For its dimuniutive price tag, you get a 20.1-megapixel Sony IMX269 Micro Four Third Sensor that supports shooting in 4K, onboard Wi-Fi and low-energy Bluetooth. And a pretty swish minimalist design.
It's really the combination of appealing design and low cost that will likely push undecided buyers into taking the leap. It might be minimalist, but it's definitely not the smallest camera to carry around with you on account of the non-retracting lenses.
It's possibly not a deal-breaker, but it's worth keeping in mind.
For now, the Yi M1 is only on sale in China or directly through the company's website.
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Would you consider buying the Yi M1 or do you only stick to big name brands? Let us know in the comments below!