HONOR is repositioning itself from a smartphone manufacturer into an AI device ecosystem company, marking a major shift in its long-term strategy as it looks to expand beyond traditional mobile devices.
The company said the transformation came from years of investment in artificial intelligence (AI), hardware innovation, imaging technology, and ecosystem development. It comes as AI reshapes how people interact with technology, pushing device makers to move beyond standalone products.
“Brand renewal is the necessary outward expression of that change,” HONOR said, adding that its evolution was driven by breakthroughs across technology, markets, and the wider industry.
HONOR’s new direction is its vision of the “Robot Phone,” which the company describes as a new category of AI-powered devices. The concept represents a shift from smartphones designed mainly for communication toward devices that can better understand users and assist with everyday tasks.
HONOR highlighted several developments supporting its AI strategy, including on-device AI capabilities, its AiMAGE computational photography system, a partnership with ARRI for mobile imaging technology, and the development of its Agentic OS operating system designed for a more AI-driven experience.
The company also pointed to its growing position in the global smartphone market. In the first quarter of 2026, HONOR reported 25% growth, making it the only Chinese smartphone brand to record positive growth during the period, according to the company. Overseas revenue accounted for more than half of its business, while its foldable smartphones maintained a position among the global top two brands.
“Success is no accident — it is the natural emergence of qualitative change when long-term quantitative accumulation reaches its critical point,” HONOR said.
HONOR is also changing how it positions the brand, targeting younger consumers through partnerships with global events, creative communities, and designer toy collaborations.
The company said its goal is to become a technology brand that connects with users not only through specifications but also through culture, creativity, and experiences.
“This brand renewal is a comprehensive upgrade that spans technology, industry, ecosystem, and the core of the brand,” HONOR said. “It is not the end, but an entirely new beginning.”
With its “Dare to be” philosophy, HONOR said it aims to work with innovators around the world to build an AI future where technology becomes a more integrated part of daily life.
“The future is here,” the company said, as it moves from competing in the smartphone market toward shaping what it sees as the next generation of AI-powered devices.
