Huawei's new product launch follows Apple's

Huawei announced on Weibo that it will hold a product launch event on September 10 at 2:30 p.m. (Beijing time), which is scheduled just a few hours after Apple's fall event. The move is clearly aimed at creating direct competition with Apple, especially in the context of Huawei's growing market share in China.

Market expectations for unspecified product content

Although Huawei has yet to announce specific product information, Yu Chengdong, Huawei's managing director and president of its terminal business group, said the event will bring “epoch-making products,” noting that the product has undergone five years of investment to turn science fiction into reality. This statement implies that Huawei could launch a technologically advanced and innovative product with the potential to disrupt the market.

Huawei's Recovery Challenges Apple

Once the world's largest smartphone supplier, Huawei's business has been severely impacted by the loss of its semiconductor supply chain due to U.S. sanctions. However, Huawei regained a lot of market share last year when it launched a new phone with an advanced chip.

Huawei's smartphone shipments in China grew 41% year-on-year in the second quarter of 2024, making it the fastest-growing of the top five brands and posing a direct challenge to Apple's market position in the country, according to a Canalys research report.