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A Leica digital camera custom-made by Jonathan (Jony) Ive the British-born Vice President of Design at Apple Inc and Marc Newson for the (RED) Auction 2013. The camera was an edition of 01/01 and sold for a record price of USD 1,805,000 - a world auction record price for a digital camera. A prototype UR Leica made US$2.8 million in 2012.

The sale shows the importance of a designer's name,the association with the world's most valuable brand, Apple; and the longevity of Leica as a collectible. 


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