Since launching its "Pioneer Program", Huawei has garnered consistent attention in the smartphone market. Having achieved a strong resurgence in China, the company is now aiming to reclaim its position on the global stage.
Global expansion signals premium market return
By late 2024, cities like Hong Kong, Dubai, and Kuala Lumpur displayed prominent billboards for Huawei's Mate X6, highlighting the brand's return to the premium smartphone market, as reported by Nikkei Asia.
The Mate X6 debuted in Mainland China and Malaysia in December 2024 followed by a launch in Hong Kong in January 2025. The device is set to expand to over 30 markets in Europe, the Middle East, and Africa (EMEA) in the coming months.
At its flagship "Unfold the Classic" event in Dubai, Huawei unveiled a range of new products, including the Mate X6, Nova 13 series, FreeBuds Pro 4, FreeClip Rose Gold, and the MatePad 11.5.
Huawei's advancements in foldable technology have propelled it into the top three global foldable smartphone makers, underscoring its competitive edge in the market, according to BusinessFocus.
Counterpoint Research indicates that Huawei's foldable smartphone shipments grew 257% year over year in the first quarter of 2024, capturing a 35% market share and surpassing Samsung Electronics to become the market leader.
Technical innovations drive competitive edge
The Huawei Mate X6 introduces significant upgrades in display, camera, durability, and user experience, aiming to set a new benchmark for foldable smartphones.
The device features a revolutionary distributed basalt (Xuanwu) architecture, which improves durability and optimizes internal space by 32%, resulting in a thinner and lighter design. According to Tatler Asia, this innovation also enhances network performance, heat dissipation, and overall usability.
The Mate X6 enhances heat dissipation with ultra-conductive graphene, rated at 2,000W/m·K, and a 3D liquid-cooled VC system. It also incorporates second-generation Kunlun Glass on the outer screen, a carbon fiber inner support layer, and an aerospace-grade aluminum frame, improving durability and resistance to drops, as highlighted by MobileMagazine HK.
The smartphone redefines photography for foldable devices with its Ultra Chroma Camera, which includes a 1.5-million-spectrum sensor, a 50MP variable aperture lens, a 40MP ultra-wide lens, and a 48MP telephoto macro lens. The Mate X6 also introduces Live Multi-task, enabling users to run three applications simultaneously on the unfolded screen.
The device delivers faster video processing, with performance data from China showing a 60-80% improvement in video playback smoothness on subways and quicker network recovery after leaving elevators or tunnels.
Market response and pricing strategy
The Mate X6, a horizontally foldable smartphone powered by the Kirin chipset, is priced at EUR1,999 (US$2,057) in Europe, which is 4% higher than the Samsung Galaxy Z Fold6, according to PR Newswire.
The Huawei Pura 70, launched in April 2024 and also powered by the Kirin chipset, has been sold in over 60 regions with steady growth. However, it remains unavailable in major markets like the US, Japan, and South Korea.
As of November 26, 2024, pre-orders for the Mate X6 exceeded 1 million units on Huawei's official website. Social media buzz highlights strong consumer expectations, reflecting Huawei's goal of becoming a global leader in foldable technology.
Strategic recovery and technological independence
Huawei's smartphone business faced significant challenges due to US sanctions, limiting it to Qualcomm's 4G chips from 2021 to 2023. By 2023, the number of its global after-sales service centers dropped from 105 markets in 2020 to fewer than half, and overseas revenue declined from 30% to under 10%.
The release of the Mate 60 series in late 2023 spotlighted Huawei's self-developed Kirin chips, reportedly designed by HiSilicon and produced by SMIC using 7nm technology. While initial production faced hurdles, industry experts confirm that output has now stabilized.
In January 2024, Huawei launched the entry-level Enjoy 70X, featuring the Kirin chipset, indicating a possible decrease in chip production costs.
In 2024, Huawei introduced HarmonyOS NEXT, its native operating system, while encouraging third-party developers to build dedicated apps, further reducing its reliance on Android.
Huawei plans to equip all smartphones in the Chinese market with HarmonyOS NEXT and is considering adopting the system for future international models.
Huawei achieved a 15.3% market share in China's smartphone market during the third quarter of 2024, ranking third behind Vivo and Apple. IDC reports a 42% year-over-year growth in shipments, reinforcing Huawei's position in the Chinese market.