Once upon a time, Leica was a market leader in analog photography. "I am a film dinosaur," was the slogan of Leica employees at trade fairs, as they showcased analog cameras in 2004. While the analog camera was groundbreaking at the beginning of the 20th century, by 2004, it teetered on the brink of extinction amidst the digital revolution.

Since the late 19th century, Leica had become one of the world's largest and most prestigious opticians and camera providers. When digital cameras emerged in the early 90s, Leica's management dismissed the new trend as "not serious." However, digital photography rapidly matured, and Leica, rooted in the analog world, found itself surrounded by digital competitors.