HONOR rebrands as an AI Device Ecosystem Company

HONOR shifts from smartphone maker to AI device ecosystem company, posting 25% revenue growth and leading foldable phone sales in Q1 2026.

HONOR's new logo

New logo, new goal

HONOR is repositioning itself from a smartphone manufacturer to what the company describes as a global "AI device ecosystem company," marking a significant shift in its long-term strategy.

The company says the change reflects developments across its technology, market position, and industry standing in recent years, as it has worked to redefine the relationship between AI and its devices.

The HONOR Robot Phone

Central to this shift is the "Robot Phone," which HONOR describes as a new device category, alongside a broader push into what it calls an AI device ecosystem. 

The company points to several developments it says support this transition: on-device AI features, a leading position in the global foldable phone market, participation in a half marathon involving a humanoid robot, the AiMAGE computational photography system—which HONOR says is the industry's first end-cloud collaborative system of its kind—a partnership with ARRI on mobile imaging, and the development of what it calls an "Agentic OS." 

The company frames these as components of its "Alpha" strategy and "AHI" philosophy.

HONOR also reported 25% revenue growth in the first quarter of 2026, which it says made it the only major Chinese smartphone brand to post positive growth during that period. The company said overseas markets accounted for more than half of its revenue, and that its foldable phone lineup ranked among the global top two by market share.

Alongside the business shift, HONOR has also expanded its marketing efforts aimed at younger consumers, including sponsorships of global sporting and extreme-sports events and collaborations with designer toy brands.

The phone maker describes the rebrand as spanning technology, industry positioning, ecosystem development, and brand identity. 

It says the phrase "Dare to be" reflects a long-standing element of its brand identity, and that it aims to be seen as a "cool company" partnering with what it calls "the coolest people in the world" to build what it describes as "a cool AI future that belongs to everyone."

More information is available on HONOR's website at www.hihonor.com. HONOR Philippines can also be followed on Facebook and TikTok for updates.

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