Pure HarmonyOS is the trump card.

In the first half of 2020, Huawei surpassed Apple in the domestic smartphone market for devices priced above $600, becoming the leader in flagship phones. However, this good fortune did not last long. Due to various restrictions, Huawei faced difficulties in hardware procurement and chip manufacturing, leading to the discontinuation of updates for its top-tier Mate series in 2021.

IDC data shows that in the first half of this year, Huawei regained its position as the top shipper in China's smartphone market with a 17.5% market share, but it did not surpass Apple in the high-end market segment. IDC noted that while external restrictions continue, Huawei's supply capabilities are improving, gradually narrowing the gap with Apple in the market for devices priced above 4000 yuan.

However, if Huawei wants to reverse the situation and catch up with Apple in the high-end market share, its main reliance remains on the all-round flagship Mate series. More than half of 2024 has passed, and the long-awaited Mate series is finally here, bringing even more surprises than expected.

Kirin 9100 + Pure HarmonyOS, Mate 70 is full of surprises

In 2024, Huawei has successively launched models such as the Enjoy 70 series, Pocket 2, Pura 70 series, and nova Flip, ranging from entry-level smartphones to high-end flagship devices. At the Full scenario new product launch event on September 10, Huawei is expected to introduce the industry's first tri-fold phone and the nova 13 series.

Unfortunately, the Mate 70 is unlikely to make an appearance at this event, but Huawei fans need not despair. According to reports from various sources such as Caijing News and Digital Chat Station, the Mate 70 series is expected to be released in November.

On September 10 (Beijing time), Apple will hold a new product launch event to introduce the iPhone 16 series, while November is when Snapdragon 8 Gen 4 devices are gradually released. Huawei's tri-fold phone, nova 13 series, and Mate 70 series have chosen to launch close to or on the same day as Apple and Android competitors, showcasing their product strength and popularity. This head-to-head competition requires solid strength as a foundation. Is the Mate 70 series powerful enough?

Based on online images, the back design of the Mate 70 Pro is not significantly different from its predecessor. The front camera is 48 megapixels, retaining the 3D sensor, while the rear camera module features a 60-megapixel main camera, a 48-megapixel ultra-wide-angle lens, and a 48-megapixel telephoto lens, supporting 5x optical zoom and 100x digital zoom. Compared to the Mate 60 Pro, the Mate 70 Pro's camera module has undergone significant improvements, complemented by Huawei's imaging algorithms to better meet user needs in the video era.

Interestingly, Caijing News reported that insiders have revealed that the Mate 70 Pro will adopt a side-mounted fingerprint sensor combined with 3D facial recognition. From an ergonomic perspective, Lei Jun believes that rear-mounted fingerprint sensors are superior to side-mounted ones, which in turn are better than in-display sensors. However, in-display sensors offer better integration, avoiding a clunky look on the back or sides of the device.

One issue with side-mounted fingerprint sensors is the small recognition area, which can lead to a slightly lower success rate compared to rear-mounted or in-display sensors. In wet or peeling conditions, the success rate can drop significantly. Nevertheless, with the aid of 3D facial recognition, the Mate 70 Pro should not have issues with fingerprint recognition rates. Lei Jun is curious as to why Huawei has switched from in-display to side-mounted fingerprint sensors for the Mate series.

The most anticipated aspects of the Mate 70 series are its SoC and operating system. While there has been minimal performance difference between the Mate 40 series and subsequent generations up to the Mate 60 series, the Mate 70 series marks a significant change with the inclusion of the Kirin 9100 chip. Earlier, digital blogger Ding Jiao Digital revealed that an open-source community had exposed a processor with a big core ID named "linxicore9100" and a small core ID of "linxicore6100," which is likely the Kirin 9100.

According to an X platform blogger, the Kirin 9100 comes in multiple versions based on an equivalent 5nm process. Even the lowest-performing version matches the performance of the Qualcomm Snapdragon 8+ Gen 1. Paired with Huawei's optimizations, the overall smoothness is comparable to flagship devices equipped with the Snapdragon 8 Gen 2 and Snapdragon 8 Gen 3, and it is expected to debut in the tri-fold model. Huawei's new system, HarmonyOS NEXT, also known as "Pure HarmonyOS," will no longer be compatible with Android apps, resulting in even greater fluidity compared to previous versions of the system. It is expected to debut on the Mate 60 series.

With comprehensive upgrades to the camera module, SoC, and operating system, along with the added feature of side-mounted fingerprint sensors and 3D facial recognition, many users are already eager for the Mate 70 series. However, before making a purchase, it is essential to consider the application ecosystem of the Mate 70 Pro. The success of the Mate 70 Pro's sales will heavily depend on the maturity of the HarmonyOS NEXT ecosystem.

Pure HarmonyOS: Huawei Mate 70's trump card

While performance has not been a strength of previous Mate series models, the Mate 50/60 series achieved smooth operation comparable to iPhones and Android flagships thanks to HarmonyOS optimizations. In the past, to meet users' demands for software ecosystems, HarmonyOS was compatible with Android apps. Now, HarmonyOS aims to abandon this compatibility and build its own exclusive ecosystem.

By shedding the burden of Android app compatibility, HarmonyOS NEXT's fluidity is expected to further improve. However, this raises the question: Can the HarmonyOS NEXT ecosystem meet user demands?

At this year's Developer Conference in June, Huawei announced that over 5,000 developers of commonly used apps had initiated the development of native HarmonyOS apps, with over 1,500 already available for download. Data from the recent "Thousand Sails Compete for Splendor" Beijing HarmonyOS Ecosystem Partner Conference revealed that nearly 620 apps in Beijing had initiated native HarmonyOS development, with over 200 already available.

At this rate, by the fourth quarter when the Mate 70 series is launched and HarmonyOS NEXT is implemented, the HarmonyOS ecosystem could potentially exceed 5,000 available apps. However, compared to iOS and Android, which boast millions of apps, 5,000 apps seem inadequate. According to data from the National APP Technology Inspection Platform, as of May 2023, there were 2.61 million active apps on both the iOS and Android platforms in China alone.

While 5,000 apps may suffice for daily communication and office needs, the HarmonyOS ecosystem may fall short when it comes to more specialized or professional requirements. While work-related needs can often be addressed through Huawei's device interconnectivity feature, the gaming ecosystem remains a significant challenge for HarmonyOS NEXT.

Apple has spent years building a vast iOS ecosystem. While Huawei possesses considerable strength, ecosystem development takes time and cannot be achieved overnight. Abandoning compatibility with Android apps poses a challenge for the Mate 70 series, especially given the incomplete state of the ecosystem.

HarmonyOS NEXT's ability to develop once and deploy across multiple platforms, including HarmonyOS phones, PCs, automotive systems, and tablets, lays the foundation for Huawei's all-category ecosystem development. Future expansion to other devices will require minimal effort. Huawei must expedite the launch of the Pure HarmonyOS version, encourage partners to join the HarmonyOS family, and accelerate the construction of the HarmonyOS ecosystem. Moreover, since Huawei has chosen to abandon compatibility with Android apps, it must be well-prepared. With the support of the Mate series, Huawei will once again challenge Apple.

High-end market battle against Apple: What are Huawei's chances of success?

The complex needs of consumers and the current state of the HarmonyOS NEXT ecosystem may pose obstacles to the Mate 70 series' sales breakthrough, especially in China, where competition in the high-end smartphone market is fiercest. Apple dominates, but OPPO, vivo, Xiaomi, and Honor are also striving for market share.

Therefore, in addition to continuously collaborating with developers to improve the HarmonyOS NEXT ecosystem, Huawei needs to address its weaknesses through two key strategies. First, it should target specific demographics, tailor applications, and launch targeted marketing campaigns. Based on Huawei's official information, HarmonyOS NEXT-compatible apps are primarily those with a large user base or related to office work. Business professionals can be identified as the target consumer group, with customized marketing strategies.

Second, Huawei should collaborate with developers to create exclusive apps or games. In the tablet space, Huawei introduced the "Born to Draw" app, demonstrating its capability to develop exclusive apps. Jointly developing HarmonyOS NEXT-exclusive apps or games with developers can attract consumers by offering unique features not found elsewhere.

Faced with competition from Chinese smartphone manufacturers, Apple's dominance has waned, with declining phone sales and revenue shortfalls. After a period of consolidation, Huawei's phone sales have surged since the Mate 50 series, currently surpassing Apple's domestic market share. It is expected that Huawei will soon match Apple in the high-end market as well.

Huawei's competitors extend beyond just iPhones, encompassing the full range of Apple products such as iPads and Macs. Apple's efforts in the Internet of Things, collaborative office work, and application interoperability are mirrored by Huawei. However, Huawei's self-developed system is relatively new and requires time to mature. The Mate 70 series and HarmonyOS NEXT mark Huawei's entry into a new era and the beginning of a new phase of competition with Apple.

Source: Leitech