Huawei launched its new Pura 80 smartphone series on Wednesday, marking another milestone in the company’s effort to reclaim its leading position in China’s premium smartphone market amid ongoing U.S. sanctions.
The launch, streamed live and led by consumer business head Yu Chengdong, highlighted advanced camera features and AI capabilities but notably avoided discussing the device chips. The Pura 80 lineup consists of four models: Pura 80, Pura 80 Pro, Pura 80 Pro+, and Pura 80 Ultra, with prices ranging from 6,499 yuan ($905) for the Pro to 9,999 yuan for the Ultra model. The Pro and Pro+ launch on June 14, the Ultra on June 26, and the base model is expected in July.
Huawei’s XMAGE camera technology is a standout feature, incorporating ultra-wide-angle and macro telephoto lenses with AI that can recognize objects and offer information like tourist guides, enhancing user experience.
The company’s resurgence is intensifying competition with Apple, which has seen declining market share in China and has resorted to price cuts to boost sales. Huawei’s launches continue to generate significant buzz on Chinese social media, with mixed consumer reactions praising the phone’s design and camera while critiquing its premium pricing.
Huawei’s Pura 80 launch is closely watched as a gauge of the company’s resilience and innovation amid years of export restrictions that challenged its global smartphone business.