Huawei will release a 5G (fifth-generation mobile network) smartphone to the global market for the first time in about six years. After U.S. semiconductor export controls blocked its 5G chip supplies, Huawei had offered only 4G (fourth-generation mobile network) smartphones globally. As Huawei reenters the 5G phone market, competition is expected to intensify in Southeast Asia, the Middle East, and Latin America.
◇ First global 5G phone in six years, Pura 90s launch
On the 14th (local time) in Kuala Lumpur, Malaysia, Huawei will hold an event to officially launch the "Pura 90s" in the global market. Pura is Huawei's flagship lineup. Huawei's flagships are divided into the Mate series, which focuses on performance, and the Pura series, which emphasizes camera and design.
The Pura 90s is the global version of the Pura 90 that Huawei released for the China domestic market in Apr. It will come in two models: "Pura 90s Pro" and "Pura 90s Pro Max." Based on the Pura 90's specs, it is equipped with Huawei's in-house Kirin 9030S chip produced by SMIC, China's largest foundry (semiconductor contract manufacturer). The Pro has a 6.6-inch display, and the Pro Max has a 6.9-inch display. The Pura 90s Pro Max features a 200-megapixel (200MP) telephoto camera, targeting consumers who prioritize camera performance. The Pura 90 runs Huawei's HarmonyOS, while the Pura 90s is known to use EMUI 16 based on Android open source. Pricing starts at 4,699 yuan (about 1.03 million won) for the base Pura 90 model and 6,499 yuan (about 1.43 million won) for the Pro Max. The Pro and Pro Max use high-capacity 6,000 mAh (milliamp-hour) batteries.
What stands out about the Pura 90s is that it supports 5G networks. This is the device marking Huawei's return to the global 5G phone market. During Donald Trump's first term, U.S. government sanctions shut off Huawei's access to 5G chips, preventing it from making 5G phones after Oct. 2020 (Mate 40). Huawei overcame the sanctions with a self-designed 7 nm (nanometer, one-billionth of a meter) chip and released the 5G phone "Mate 60" in 2023, but that was exclusive to the China domestic market. Even after reviving 5G phones at home, it offered only 4G phones globally for nearly three years before finally proceeding with a global 5G phone launch.
◇ Huawei overcomes sanctions, looks overseas for growth engines
Huawei is believed to have returned to the global 5G phone market as the pressure from U.S. sanctions has eased. Having achieved self-reliance in 5G chips despite years of sanctions, it can judge that it has more to gain from returning to the global market than to lose from additional sanctions. In fact, within the United States, assessments largely hold that export controls targeting Huawei have not achieved their goals. There was also a need to find growth drivers overseas. After reviving its 5G phones, Huawei recovered a significant share in the China domestic market, but that also reduced room for further growth at home. Competing globally with only 4G phones is difficult, making a 5G phone launch essential.
With Huawei returning to the global 5G phone market, competition is expected to intensify in regions such as Southeast Asia, the Middle East, and Latin America. Huawei enjoyed its heyday in 2019–2020, becoming the world No. 1 for the first time ever in the global smartphone market in the second quarter of 2020 by overtaking Samsung Electronics, but after U.S. sanctions, its market share fell to the 2–4% range and it dropped to 10th place worldwide.
IT outlet PhoneArena said, "Huawei is making a spectacular return to the global 5G phone market," adding, "Despite facing sanctions beyond imagination, Huawei remains unshaken."