Huawei, the Chinese tech giant, has recently made a series of moves that suggest the company is gearing up to launch a new product line under the “Pura” brand. According to reports, Huawei has applied to register multiple Pura-related trademarks, including “PuraPad,” “Pura Drive,” “Pura Key,” “Pura Watch,” “PuraView,” “Pura Ultra,” and “Pura Wear.”
Pura Trademarks Covering a Wide Range of Products
The international classification of these trademarks includes transportation tools, scientific instruments, jewellery, and watches. This indicates that Huawei is planning to expand the Pura brand beyond just smartphones. This suggests that Huawei may be looking to build Pura into a complete product ecosystem, similar to a sub-brand, with a diverse range of offerings.
Potential Pura OS and Independent Product System
Interestingly, Huawei has also registered the “PuraOS” trademark, which is currently awaiting substantive review. This raises the possibility that Huawei may be developing an independent operating system specifically for the Pura product line, potentially based on the Hongmeng revision, to differentiate it from other Huawei models.
Transition from the P Series to the Pura Series
Huawei’s transition from the P Series to the Pura Series marks a significant shift in the branding and focus of its premium smartphone lineup. The Pura series, formerly known as the P series, was officially introduced on April 15, 2024, with the unveiling of the Huawei Pura 70 as the flagship model. This marks the end of the 12-year-old P series and the beginning of a new era for Huawei’s flagship devices.Ā This rebranding initiative follows Huawei’s commitment to enhancing customer experience and product offerings through substantial investments in research and development.
The Pura series inherits the legacy of the P series, renowned for its innovative design language and cutting-edge camera capabilities. Huawei’s CEO, Yu Chengdong, emphasized the Pura series’ dedication to maintaining the aesthetic appeal and imaging excellence that characterized its predecessor. The transition from the P series to the Pura series signifies a strategic move by Huawei to redefine its flagship smartphone range, focusing on modern aesthetic design and advanced photography features.
With the launch of the Pura 70, Huawei introduced a lineup that includes the Pura 70, Pura 70 Pro, Pura 70 Pro+, and Pura 70 Ultra models, showcasing a commitment to offering a diverse range of high-end smartphones under the new branding. This transition underscores Huawei’s continuous evolution in the smartphone market, emphasizing a blend of style, creativity, and technological innovation in its devices.
Localization of Smartphone Manufacturing
Interestingly, a recent disassembly report on the Pura 70 series revealed that more than 90% of the key components in the smartphones, excluding the high-end Pura 70 Ultra, are from mainland Chinese brands. This indicates that Huawei is making significant progress towards achieving 100% domestic production for its smartphone manufacturing, a move that industry experts believe is an “inevitable result” for the company going forward.
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Strong Demand and Limited Supply
The Pura 70 series has reportedly triggered a buying frenzy since its launch, with all major sales channels reportedly out of stock and the secondary market selling the phones at inflated prices. This strong demand and limited supply further underscores Huawei’s technological prowess and the growing self-sufficiency of the Chinese smartphone industry.
Huawei Pura 70 series
While there are many trademark applications for the Pura series, it has only one official device. This is the Huawei Pura 70 series.Ā The Huawei Pura 70 series is Huawei’s latest flagship smartphone lineup, featuring four models: the Pura 70, Pura 70 Pro, Pura 70 Pro+, and the top-of-the-line Pura 70 Ultra.
The Pura 70 Ultra is the standout model, boasting an impressive array of camera features. It has a 50MP 1-inch primary camera sensor, a 40MP ultra-wide lens, and a 50MP telephoto macro camera. The highlight is the retractable main camera system that can seamlessly extend and retract.
Beyond the camera, the Pura 70 Ultra is powered by Huawei’s new Kirin 9010 chipset. It also comes with 16GB of RAM and up to 1TB of storage. It has a large 6.8-inch OLED display with a 2844 x 1260 pixel resolution, 120Hz adaptive refresh rate, and 1440Hz high-frequency PWM dimming. The display is protected by Huawei’s second-generation Kunlun glass. The phone packs a 5,200mAh battery with support for 100W wired, 80W wireless, and 20W reverse wireless charging. The water and dust resistance rating is also IP68.
The other Pura 70 models share many of the same features, though with some downgrades. The Pura 70 and Pura 70 Pro use the previous generation Kirin 9000S chipset. They have smaller batteries and less powerful charging capabilities.
The Pura 70 series was first launched in China. However, Huawei has now made the Pura 70, Pura 70 Pro, and Pura 70 Ultra available globally. As for the Huawei Pura 70 Pro+, it remains a China-only model. The global versions run Android with Huawei’s EMUI overlay instead of the company’s own HarmonyOS.
Conclusion
Huawei’s recent trademark filings indicate that the company has plans to expand the Pura series into an ecosystem. It could even grow into a sub-brand like Honor. The Pura series will launch new product lines that will extend beyond just smartphones. The Pura brand may encompass a diverse range of products, including tablets, wearables, and potentially even an independent operating system. The details are yet to be officially announced. However, Huawei’s move suggests that the company is positioning itself for a new future. Its products will likely be more self-sufficient and tailored to the needs of the Chinese market. As the Pura series takes shape, it will be interesting to see how Huawei’s strategy unfolds. We will also wait and see how it impacts the broader smartphone and consumer electronics landscape.
