Last month, Apple’s launch of its foldable iPhone was widely seen as technologically conservative—more an iteration of decade-old ideas than a bold leap forward. In contrast, HONOR has re-entered the heart of the smartphone race with sharp market positioning and aggressive product innovation, signalling a shift from “phone maker” to “AI creation tool” brand.
Magic9 series: Targeting AI-powered image creation
On 28 September in Beijing, HONOR unveiled the Magic9 series, comprising three models aimed at distinct user segments:
- Magic9 Pro Max: For professional creators
- Magic9: A compact flagship focused on imaging and creation
- Magic9 Super Edition: For heavy gamers, media consumers, and users prioritising battery life
The standout feature is HONOR’s deepened partnership with ARRI, the German professional cinema equipment brand. The Magic9 Pro Max carries a dual 200MP imaging system, supports ARRI Looks and LogC3 curves, and can be expanded with teleconverters, shooting grips and SmallRig accessories—pushing it further into pro video workflows. In mainland China, pricing starts at RMB 4,499 for the Magic9 and RMB 6,499 for the Magic9 Pro Max.
Robot Phone: Putting a mechanical gimbal inside a phone
Launched in Guangzhou in August, the Robot Phone is HONOR’s most talked-about product of the year. Its headline feature is a 4-degree-of-freedom (4DoF) titanium alloy mechanical gimbal integrated into the phone body, going beyond traditional optical image stabilisation.
Working with the on-device YOYO AI, the gimbal enables:
- Automatic subject tracking
- AI-assisted framing and camera movement
- Real-time autofocus during live streams
- Interaction via gestures, voice and lens motion
- Cross-app task automation by the AI agent
The phone also emphasises ARRI cinema mode, three-axis mechanical stabilisation and a 200MP main camera, with mainland pricing from RMB 9,999. For HONOR, the Robot Phone is positioned less as a conventional smartphone and more as a portable AI-powered image creation tool.
Hong Kong market: A practical, value-driven approach
While pushing high-end AI creation tools in the mainland, HONOR adopted a more mass-market strategy in Hong Kong. In August, it introduced the Honor 600 series alongside the Pad X9b Max tablet and CHOICE Earbuds Open 3 open-ear headphones.
Key selling points of the Honor 600 series in Hong Kong include:
- Large battery (typically 7,000mAh; some listings cite up to 8,100mAh depending on variant)
- 45W fast charging
- Claimed endurance of around 21 hours of streaming and 15 hours of gaming
- Reinforced, drop-resistant structure, rated to withstand impacts from up to 2.5 metres
- Dedicated AI button for quick access to camera, AI assistant, photo editing and translation
- Support for “AI Image-to-Video 2.0”
With a starting price of HK$1,999, the 600 series sits in the entry-level segment, offering a “long battery life, durability, practical AI” combination aimed at everyday users rather than pros.
A two-pronged market strategy
Across its product lineup and messaging, HONOR is clearly anchoring its brand around imaging, AI, battery endurance and durability. On one front, the Magic9 Pro Max and Robot Phone target the high-end AI image-creation niche; on the other, the Honor 600 series seeks volume in the mass market through strong value and practical features.
In effect, HONOR appears to be competing not just for the “smartphone” category, but for a broader territory that spans AI creation tools, smart devices and everyday digital life. What breakthroughs come next remains an open question—one the market and users will be watching closely.
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