Huawei launches Pura 90 smartphone series, new foldable device

Huawei unveiled its new flagship Pura 90 smartphone series and the Pura X Max – which the company calls the industry's first horizontally wide foldable phone – at a product launch event in Guangzhou, south China's Guangdong Province, on Monday.

The Pura 90 lineup includes three models: the standard Pura 90, Pura 90 Pro and Pura 90 Pro Max.

Huawei said the Pura 90 Pro Max is equipped with a 200-megapixel telephoto sensor and includes a new long-range voice enhancement feature capable of capturing audio from up to 10 meters away.

The Pura 90 Pro and Pura 90 Pro Max are powered by Huawei's self-developed Kirin 9030S chip. According to the company, the chip improves NPU image processing capability by 200%, enhances AI ISP telephoto video clarity by 110%, and increases telephoto image stabilization precision by 30%.

All models in the Pura 90 series run HarmonyOS 6.1, with updates in visual design, user interaction and privacy features, Huawei said.

The standard Pura 90 starts at around 4,699 yuan (about $689), while the Pura 90 Pro and Pura 90 Pro Max start at about 5,499 yuan and 6,499 yuan respectively. Prices remain unchanged from the previous Pura 80 series.

Yu Chengdong, Huawei executive director and chairman of its consumer business group, said pricing had come under pressure amid rising costs for key components such as storage, adding that future price increases could not be ruled out.

Huawei also introduced the Pura X Max, marking the first horizontally wide foldable smartphone currently on the market.

Yu said the number of devices running HarmonyOS 6 has surpassed 55 million, an increase of 23 million in less than six months.

According to earlier IDC forecasts, Android, iOS and HarmonyOS NEXT are expected to account for 70%, 15.3% and 14.6% of the market, respectively, in 2026.