Huawei Technologies launched its latest smartphone series on Thursday, continuing its momentum after the revolutionary Mate60 device helped erode Apple’s dominance in the premium segment in China.
The Pura 70 series of smartphones starts at the equivalent of R14,500 (before taxes) and scales up to R26,500 for an Ultra edition, which matches the price of some iPhone 15 models. The device, rolled out with little marketing via a post on WeChat, placed at the top of social media trending lists shortly after its introduction. The Ultra model sports a pop-up camera with adjustable aperture – a rarity in consumer phones.
The Pura highlights the resurgence of Huawei, which launched a series of Mate60 devices in 2023 with a processor that many thought was beyond the capabilities of Chinese chipmakers. Huawei did not specify the new phone’s processor, but several online reviewers posted videos Thursday showing higher-tier models equipped with a Kirin 9010 chip. This is a follow-up to the Kirin 9000s manufactured in China inside the Mate60 Pro, celebrated in China last year as proof that the country could overcome US sanctions.
Since its introduction in August, the Mate60 has contributed to a significant decline in iPhone sales in China and helped Huawei leapfrog domestic rivals.
Formerly known as the P series, the Pura line has traditionally sold on its camera capabilities. Giving domestic users a new option could put additional pressure on the iPhone, which isn’t scheduled to upgrade until September. For Huawei, this is another step toward rebuilding the consumer sector that was once an engine of revenue growth. — (c) Bloomberg LP 2024
