HONOR, a leading global company in AI device ecosystems, officially opens a new chapter in its international evolution through the presentation of its new brand identity. This change marks a strategic transformation of the company, reflecting its evolution from a smartphone manufacturer to a global leader in the development of AI-based device ecosystems.
The transformation from a “smartphone manufacturer” to a “global leader in AI ecosystems” represents a profound redefinition for the future of HONOR. This evolution emerged naturally, as a result of constant technological progress, expansion into international markets and the development of the industry as a whole.
When a technology company begins to rethink the relationship between artificial intelligence and people, and its trajectory consistently exceeds market expectations, change becomes inevitable. The brand renewal represents the visible expression of this transformation.
Barriers are disappearing. The pace of development is accelerating. HONOR is no longer just the phone manufacturer it has been known as until now.
With the emergence of Robot Phone, a completely new category of devices, HONOR officially enters a new phase as a company developing an open, connected and collaborative AI device ecosystem.
From artificial intelligence running directly on the device to system-wide synergy; from a global leadership position in the foldable phone segment to completing a half-marathon alongside a humanoid robot; from AiMAGE, the industry’s first computational photography system based on collaboration between device and cloud, to the partnership with ARRI, which opens a new era for cinematic images captured on a smartphone; from the evolution of the phone towards Robot Phone; from traditional operating systems to the generational leap represented by Agentic OS; from a single device to building an open AI ecosystem created together with partners and based on collaboration HONOR has transformed the Alpha strategy and the AHI philosophy from a vision into a reality, through a series of major technological innovations.
The market provided the clearest response. In the first quarter of 2026, in a challenging context, HONOR recorded growth of 25%, contrary to market trends, and became the only Chinese brand to report positive development. Revenue generated outside China accounted for more than half of the total, and HONOR foldable smartphones consolidated their position in the global top 2.
Success is not accidental. It is the natural result of a qualitative transformation, sustained by years of investment, accumulated experience and constant long-term progress.
The pace of transformation is increasing, and the direction is becoming ever clearer. At the same time, the personality of the HONOR brand is also evolving.
HONOR is no longer defined solely by technical specifications, but is actively entering the cultural universe of the new generation. Through partnerships with top international events and global collaborations with artists and creators from the world of visual culture, the brand creates connections based on passion, exploration and personal expression.
For the new generation, HONOR aims to be not an inaccessible technology giant, but a partner that understands it, has the courage to be different and is ready to evolve alongside it.
This brand transformation represents a broad evolution that encompasses technology, the industry, the ecosystem and the very identity of the company. It is not a full stop, but a new beginning.
HONOR is no longer being defined it defines. It no longer follows the direction the world is heading, but contributes to shaping it. It is no longer merely a companion, but an initiator of change. That is precisely why the slogan “Dare to be” has long been part of HONOR’s DNA.
The future has already begun. HONOR aims to become an innovative and inspirational company, alongside creative and visionary minds from around the world, exploring the limits of imagination and building together an AI future that belongs to everyone.
