Press Release
Pivoting from a “smartphone manufacturer” into a globally leading “AI device ecosystem company” is a radical redefinition of HONOR’s future. This redefinition is a new identity born organically—after relentless breakthroughs across technology, markets, and industry dimensions.
When a tech company begins to rethink the relationship between AI and humans differently, and when its trajectory consistently defies outside expectations, change becomes inevitable. Brand renewal is the necessary outward expression of that change.
Boundaries are shattering. Growth is accelerating. HONOR is no longer just the phone maker it once was. Marked by the advent of “Robot Phone”—a truly new species—HONOR has officially entered the next phase as an AI device ecosystem company. From on-device AI to system-wide synergy; from global foldable leadership to winning a half marathon with a humanoid robot; from AiMAGE, the industry’s first end-cloud collaborative computational photography system, to partnering with ARRI to usher in a cinematic era of mobile imaging; from the species evolution of Phone to RobotPhone; from traditional operating systems to the generational leap of Agentic OS; from a single device to building an open, co-created, and shared AI device ecosystem—HONOR has turned its Alpha strategy and AHI philosophy from blueprint into reality through a series of hardcore breakthroughs.
The market has given the most honest answer: in Q1 2026, HONOR achieved counter-trend growth of 25%, becoming the only Chinese brand to post positive growth; overseas revenue accounted for more than half; and foldable phones firmly held the global Top 2 spot. Success is no accident—it is the natural emergence of qualitative change when long-term quantitative accumulation reaches its critical point.
The pace of transformation is quickening, and the direction grows ever clearer. HONOR’s brand character is evolving in tandem—it is no longer just a breaker of cold specs, but a brand that steps actively into the cultural sphere of the younger generation: partnering with top-tier global events, striking a chord of passion through extreme exploration; co-branding with designer toys, turning the brand into a statement of attitude. What young people feel is not a lofty tech giant, but a companion who understands them, dares to be different, and is willing to run alongside them.
This brand renewal is a comprehensive upgrade that spans technology, industry, ecosystem, and the core of the brand. It is not the end, but an entirely new beginning: HONOR is no longer being defined—it is defining; no longer following the wind—it is becoming the wind; no longer merely a companion—it is an initiator of change. ‘Dare to be’ has long been etched deep into HONOR’s DNA. The future is here. HONOR aspires to be a cool company, joining forces with the coolest people in the world to chase the frontiers of imagination, and together, create a cool AI future that belongs to everyone.
