Honor

Given its timing, CES is often an auspicious opportunity for companies to start the year right with their best foot forward. Sometimes, it involves revealing things yet to come while other times it revolves around strengthening existing products. At CES 2020, Honor sort of did both. It showcased the MagicWatch 2, the Band 5, and the MagicBook alongside a new Band 5 Sport, the latter two slated for a global launch really soon.

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Huawei recently announced a Google-less MatePad Pro tablet and two new MateBook D laptops against a backdrop of uncertainty and doubt about its future. Not even 24 hours later, its subsidiary Honor is doing the same, launching admittedly impressive new products that may already be unfairly judged because of their association with the Chinese giant. In the past, Honor seemed to be trying to push an image of an independent yet related brand from Huawei, proving that it could actually carry its parent company on its back. This time, the ties that bind that two are clearer than ever, perhaps unintentionally showing Honor's solidarity with Huawei.

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Most companies would have caved under the pressure of being snubbed by the US. ZTE definitely did when it was in that same position. Huawei, however, has remained defiant and proceeds like nothing's wrong and its subsidiary Honor is similarly putting up a strong face. Even in light of certain difficulties, Honor is launched the Honor 9X to markets outside of China. Given the specs and the price it comes with, some might wish things aren't the way they are today.

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For years, Honor has been carving out an identity separate yet connected to parent company Huawei. On the one hand, it naturally uses Huawei's technologies and resources, particularly the silicon and Android UX that runs on it. On the other hand, Honor has risen up as a mighty name that even managed to outperform Huawei's phones when it came to sales numbers by offering nearly the same or equivalent smartphones at half Huawei's price tags. The Honor 9X Pro announced just last July has the makings of a great mid-range device but, unfortunately, its fate lies in forces beyond Honor's direct control.

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Huawei's Honor brand posted a strange subtweet this week just after Apple's iPhone 11 Pro event. In this social media post on Twitter, Honor India (@HiHonorIndia) suggested that "Pro photography shouldn't cost an [arm] and a [leg]. Or a kidney." As you'll see in the image below, they used emoji imagery to illustrate their point.

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Before game streaming services like Google Stadia and Microsoft Project xCloud stole the spotlight, mobile gaming was the big thing in the tech industry, where anyone and everyone tries to make a big or at least quick buck from anyone will to pay for IAPs. Despite the proliferation of titles, mobile gaming, unlike their desktop or console counterparts, mobile gaming hasn't been big on accessories, especially controllers. That situation may be improving soon with Honor's launch of its own GamePad and upcoming support for Xbox's latest Elite controller.

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During the Huawei Developer Conference in China on Saturday, Huawei Technologies brand Honor introduced Honor Vision, a smart TV that will be the first device to run Huawei's newly unveiled HarmonyOS. Honor Vision is Honor's first smart display and it'll arrive packing Huawei's Honghu 818 Intelligent Display Chipset and the maker's AI Camera NPU chipset.

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Honor is probably known for two things in the smartphone world. First, it is a known Huawei sub-brand. Second, it sells smartphones like crazy thanks to affordable prices that, ironically, rival its parent company. That may no longer be enough for Honor, though, and it is now jumping on the smart TV scene. But it isn't just presenting a simple and straightforward smart TV though. Almost mirroring its smartphones, Huawei's "Smart Screen" will be touting features such as an AI-empowered processor and even a popup camera.

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Compared to their bigger counterparts, Chinese smartphone makers have been more daring and less risk-averse in adopting unconventional designs and features. Huawei, however, has been playing in the big leagues and has mostly missed out on that adventure. Fortunately, its sub-brand Honor is more than willing to fill that perceived need in the market with the likes of the Honor Magic 2 slider and, now, the Honor 9X and Honor 9X Pro, its first foray into the world of popup cameras.

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Huawei’s problems are, of course, also Honor’s. The latter is even more affected by the US ban considering it happened just as it was launching the Honor 20 and Honor 20 Pro. But just like Huawei, Honor isn’t backing down and, in fact, will be launching a new phone in a matter of weeks. The Honor 9X will be a rather ambitious phone as it will be the company’s first phone to run on Huawei’s shiny new 7nm Kirin 810.

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When you’re a company whose future is being put into question, you have no choice but to assure customers, investors, and shareholders that there’s no reason to worry. You can say all the flowery words you want but actions still speak louder than words. Either that or you have the numbers to prove that all is business as usual. That may be the motivation behind Huawei’s big boast at MWC Shanghai, saying that it had sold 10 million Huawei P30 units in a little less than three months.

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Honor has promised its latest smartphones will get Android Q updates, with the value-focused Huawei sub-brand joining its parent in attempting placate users confused by the impact of the Trump Administration's sales ban. Huawei released a list of phones last week which it was "confident" would get Android Q, when Google releases the software officially later in the year.

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