«HONOR» تكشف إستراتيجية جديدة لعلامتها التجارية وتسرّع تحولها إلى منظومة عالمية للأجهزة المدعومة بالذكاء الاصطناعي

• "Dare to Be" represents the new strategy for "HONOR," reflecting its shift from a focus on smartphones to a broader ecosystem of AI-supported devices.

• The new strategy is based on the "ALPHA PLAN: From Vision to Reality," which "HONOR" presented during the LEAP 2026 conference.

"HONOR," the global leader in AI-supported devices, today announced its new brand strategy "Dare to Be," marking a new phase in the company's journey as it transitions from its well-known presence in the smartphone market to building a broader ecosystem of AI-supported devices, including smart devices, robots, next-generation software, and AI-connected experiences.

The new strategy brings together "HONOR's" technologies, products, partnerships, and future ambitions under a unified direction, reflecting the company's focus on developing how devices, services, and AI work together to deliver smarter, more connected, and easier experiences centered around human needs.

"HONOR" is working on developing technologies designed to work alongside humans, making everyday experiences smarter, more connected, and smoother.

A New Mark for a New Phase of "HONOR"

After years of innovation and continuous growth in the technology sector, "HONOR" is entering a new phase in its journey, moving beyond the traditional smartphone sector to develop new forms of smart devices and experiences.

The HONOR Robot Phone is one of the most prominent examples of this transformation. It combines embodied artificial intelligence with an integrated robotic camera system to offer a new generation of smart devices capable of movement, response, and interaction with users and their surrounding environment.

The device embodies "HONOR's" ambition to elevate artificial intelligence from just a set of features and functions to an essential element in how devices operate and interact with users.

At the same time, "HONOR" continues to expand its ecosystem to include smartphones, computers, tablets, wearables, and other smart devices, aiming to provide more interconnected and integrated experiences across its various products.

"ALPHA PLAN: From Vision to Reality"

"ALPHA PLAN: From Vision to Reality" forms the strategic foundation for "HONOR's" transformation, and the company presented this vision during the LEAP 2026 conference in Riyadh under the title "ALPHA PLAN: From Vision to Reality."

The "ALPHA PLAN" outlines "HONOR's" ambition to build an open and interconnected ecosystem of AI-supported devices that combines smart devices, robots, and next-generation software.

The Agentic OS operating system is at the core of this vision, representing the next step in "HONOR's" software evolution. The system is designed to better understand user needs and assist in executing more complex tasks, making interactions with technology more natural, easy, and proactive while linking experiences across different devices.

During the LEAP 2026 conference, "HONOR" transformed this vision into interconnected practical experiences that included smartphones, computers, tablets, wearables, and other smart devices, demonstrating how its AI ecosystem is moving from vision to reality.

Technologies, Products, and Partnerships Embody the New Strategy

The technology roadmap of "HONOR" clearly reflects the path of transformation the company is pursuing. The Agentic OS represents a new step towards software capable of better understanding user needs, coordinating tasks, and executing more complex actions.

The HONOR Robot Phone brings this idea to the real world by combining embodied artificial intelligence with a robotic camera system capable of movement, response, and interaction with users in a more natural way.

Photography is one of the key areas of innovation for "HONOR." Through AiMAGE, the company continues to develop smartphone photography relying on artificial intelligence while enhancing its capabilities through specialized partnerships.

One of the most notable partnerships is "HONOR's" collaboration with ARRI, one of the most renowned companies globally in the field of professional filmmaking, whose cameras, lenses, and imaging technologies are widely used in major cinema and television productions, including the 2026 Cannes Film Festival.

By combining ARRI's expertise in image science and processing with "HONOR's" capabilities in artificial intelligence, computational photography, and hardware engineering, the partnership helps bring professional cinematic experiences closer to smartphone users and supports "HONOR's" ambition to make advanced visual storytelling technologies more accessible for everyday use.

Technologies and Partnerships Drive the Transformation Journey

"HONOR's" new direction is supported by a growing array of technological innovations and strategic partnerships.

Through AiMAGE, "HONOR" is developing smartphone photography capabilities via a computational photography system that relies on collaboration between the device and the cloud, combining AI capabilities at the device and cloud levels to deliver more advanced photography experiences.

"HONOR" is also collaborating with ARRI, one of the leading companies in the field of filmmaking and professional photography. By combining ARRI's expertise in image science and processing with "HONOR's" capabilities in artificial intelligence, computational photography, and hardware engineering, the partnership contributes to bringing professional photography technologies closer to smartphone users and supports a new phase of delivering cinematic photography experiences through smartphones.

These developments collectively affirm "HONOR's" expanding capabilities beyond traditional smartphones, exploring new opportunities in artificial intelligence, robotics, photography, and connected devices.

Strong Momentum Supports the New Phase of "HONOR"

"HONOR" enters this new phase backed by strong momentum in the Middle East, reflecting the strength of its brand and business as it continues to expand beyond the smartphone sector.

According to the latest report from Omdia on the Middle East market, "HONOR" achieved a growth rate of 35% during the first half of 2026, becoming the second-largest smartphone brand in the region and the only one among leading brands to achieve growth during a period when smartphone shipments in the region declined by 13%.

This performance reflects the growing strength of the "HONOR" brand, its product portfolio, and its market presence, supported by continued investments in innovation, sales and distribution channels, and strategic partnerships. This performance also provides a strong foundation for the upcoming growth phase as "HONOR" expands from smartphones to a broader ecosystem of AI-supported devices.

Through its "Dare to Be" strategy, "HONOR" reaffirms its ambition to go beyond the ordinary, push the boundaries of innovation, and develop new experiences that enable humans and artificial intelligence to work together for more.