Honor’s New AI-Driven Strategy
At the Mobile World Congress (MWC) 2025, Honor shifted its focus from hardware to software, unveiling its ambitious ‘Alpha Plan.’ The initiative aims to transition the brand from a traditional smartphone manufacturer to an AI-powered ecosystem company. While Honor introduced new devices, the spotlight was on its software advancements, particularly in artificial intelligence, positioning the company as a strong contender against industry leaders.
A key highlight of the announcement was Honor’s commitment to extended software support, matching that of leading competitors like Samsung and Google. Additionally, the company revealed three new IoT products, reinforcing its vision of a seamlessly connected ecosystem.
Strategic Collaborations with Google and Qualcomm
As part of the ‘Alpha Plan,’ Honor pledged a $10 billion investment over the next five years to foster open collaboration with tech giants Google and Qualcomm. This partnership aims to create an interconnected ecosystem where Honor devices can seamlessly communicate, enhancing user experience. The company envisions surpassing existing industry standards with an AI-integrated approach.
Honor also committed to providing seven years of Android OS and security updates for its flagship smartphones, aligning with industry leaders. The first devices to benefit from this extended support will be the Honor Magic 7 Pro and Magic 7 RSR. However, the newly launched foldable device, Magic V3, will not be included in this update cycle, though future Magic series phones are expected to receive extended support.
Another major introduction was the AIMAGE imaging brand, featuring an AI-powered restoration tool for old portraits. The AIMAGE technology is backed by a 1.3 billion parameter model, promising a 50% improvement in image clarity. Additionally, Honor is set to roll out an AI Deepfake detection feature for its flagship smartphones, addressing growing concerns over digital authenticity.
To enhance cross-platform usability, Honor introduced Honor Connect, an iOS-compatible app enabling seamless data transfer between Honor devices and iPhones. This move positions the brand alongside competitors who have been striving to bridge the gap between different operating systems.
New Wearables and a Tablet for Global Consumers
Expanding beyond smartphones, Honor introduced three new devices for the European market under their Alpha Plan: the Honor Earbuds Open, the Watch 5 Ultra, and the Pad V9 tablet.
The Honor Earbuds Open are open-ear wireless earbuds designed with a secure fit and integrated AI-powered features, including Live Translation and an AI assistant. With a three-microphone hybrid active noise cancellation system, the earbuds promise enhanced voice clarity and reduced wind noise. The earbuds, priced at 149 euros, offer up to six hours of battery life, extendable to 22 hours with the case.
Honor also launched the Watch 5 Ultra, a premium smartwatch featuring a 1.5-inch AMOLED display with an always-on mode. With a titanium alloy case, ceramic-like back, and IP68 dust and water resistance, the watch is built for durability. Powered by a 480mAh battery, it offers up to 15 days of battery life. Available in two variants, Black with a fluoroelastomer strap and Brown with a leather strap, the smartwatch is priced at 279 euros.
The final addition to Honor’s product lineup is the Pad V9, an 11.5-inch LCD tablet supporting a 144Hz refresh rate and a 1,840 x 2,800-pixel resolution. Powered by the MediaTek Dimensity 8350 Elite chipset, it comes with up to 12GB of RAM and 256GB of storage. Weighing 475 grams, the tablet is equipped with a 10,100 mAh battery and features an 8MP front camera for video calls and a 13MP rear camera for document scanning. Priced at 250 euros, it aims to compete in the growing tablet market.
Unlike previous years, Honor’s presence at MWC 2025 focused on AI integration as part of their Alpha Plan rather than new smartphone models. With seven years of software support, AI-powered features, and strategic partnerships, the company is positioning itself as a major player in the AI-driven tech landscape.
