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Recently, we spoke about the Leica M11-V, a model said to be the first M-series rangefinder with an EVF. While there are reports of the new variants, questions remain about its successor, the M12, and its launch. According to new reports, it appears that Leica may not be pursuing the M12 trademark in the United States. What could that mean for the users? Let’s have a quick look and find out.
Leica Rumors reports that the company encountered some challenges at the United States Patent and Trademark Office (USPTO) for the M12 trademark. The application understands multiple stages, which include review, rejection, and then no response from Leica, which the USPTO tagged as abandoned. In short, Leica didn’t lose the name outright but chose not to pursue it further due to conflicts with existing “M12” trademarks.
Per the report, the M12 trademark is active, but since Leica seems to have ‘stepped back’, it appears as if the company has ‘given up’ on the registration. In some regard, the article has raised questions about Leica’s strategies. While this doesn’t mean the company will not create Leica’s new M series camera, it raises a question about its future. The Leica M12 is said to carry forward the rangefinder’s legacy, which means they are likely to keep the optical viewfinder. However, the M11-V is an iteration for those who wish to use an EVF.
This means that Leica will either launch the M12 in America without trademark protection, or that instead of M12, they will have a slightly different name. For instance, there was the M11 and then the M11-P. The situation highlights the challenges Leica faces in preserving its iconic naming, which has been central to its brand identity since the original Leica M3 was introduced in 1954.
However, for users, it’s not about the development but the anticipation. The M12, if ever launched, will showcase the company’s commitment to rangefinder cameras, in an industry where EVFs are coming more mainstream, thanks to the mirrorless systems.
Leica has already launched some exciting cameras this year, which means that the M12, if released, will be in 2026 or later. The M11 was launched in 2022, which makes the camera three years old. That seems a bit too soon, so the coming year or later makes more sense. Whether it’s called the M12 or something else, Leica’s next M-series flagship will be innovative, just like the cameras that came before it.
