HONOR has announced a new brand strategy under the banner “Dare to Be,” signaling a shift from its focus on the smartphone market to building a broader global ecosystem of AI-powered devices. This ecosystem will encompass smart devices, robotics, next-generation software, and AI-connected experiences.
A New Chapter in HONOR’s Technological Journey
The company is entering a new phase where its technologies, products, partnerships, and future ambitions are unified under a single direction. The goal is to develop how devices, software, and artificial intelligence work together, delivering smarter, more connected, and seamless experiences centered on user needs.
At the core of this strategy is the “ALPHA PLAN: From Vision to Reality,” which HONOR presented during the LEAP 2026 conference in Riyadh. This plan outlines the company’s vision for building an open, interconnected ecosystem of AI-powered devices that go beyond smartphones to include robotics, software, and connected devices.
“Dare to Be”: A New Identity for a Different Era
HONOR views this new strategy as a transition beyond the traditional smartphone company model. The focus is on developing new forms of devices and smart experiences that work more integrally with the user and the surrounding environment.
Leading this transformation is the “HONOR Robot Phone,” a product that combines embodied AI with a fully integrated robotic camera system capable of movement, response, and interaction with the user and environment. This device represents a new concept in smartphones, where AI is not just a set of features but a fundamental part of how the device operates and interacts with the user.
In parallel, HONOR continues to expand its ecosystem to include smartphones, computers, tablets, wearables, and other smart devices, aiming to provide interconnected experiences across different product categories.
ALPHA PLAN: Turning Vision into Reality
The “ALPHA PLAN: From Vision to Reality” serves as the strategic foundation for HONOR’s transformation. It defines the company’s ambition to build an open ecosystem of AI-powered devices, bringing together smart devices, robotics, and next-generation software.
At the heart of this vision is the “Agentic OS,” a new step in the company’s software evolution. It is designed to better understand user needs, assist in executing complex tasks, and make interactions with technology more natural and proactive, while connecting experiences across different devices.
During LEAP 2026, HONOR showcased practical applications of this vision through interconnected experiences involving phones, computers, tablets, wearables, and other devices, demonstrating the shift of its AI ecosystem from concept to actual use.
HONOR Enhances AI-Powered Imaging
Imaging is a key pillar in HONOR’s new innovation roadmap, driven by the “AiMAGE” ecosystem. Through this platform, HONOR continues to develop computational imaging technologies powered by artificial intelligence.
The ecosystem combines on-device and cloud-based AI capabilities to deliver more advanced imaging experiences. The company supports these capabilities through specialized partnerships.
One notable collaboration is with ARRI, a global leader in professional film and imaging technology. The partnership merges ARRI’s expertise in science and processing with HONOR’s strengths in AI, computational imaging, and hardware engineering. The goal is to bring professional cinematic imaging techniques closer to smartphone users, enabling more sophisticated photography experiences for everyday use.
35% Growth in the Middle East
HONOR enters this new phase with strong momentum in the Middle East. According to the latest data from Omdia, HONOR’s shipments in the region grew by 35% during the first half of 2026, making it the second-largest smartphone brand in the area.
This performance came despite a 13% decline in overall smartphone shipments in the region during the same period. The growth reflects HONOR’s expanding presence, strong product portfolio, investments in innovation, sales and distribution channels, and strategic partnerships.
With this momentum, HONOR aims to build a foundation for new growth that extends beyond the smartphone market into areas such as AI, robotics, imaging, and connected devices.
With the launch of “Dare to Be,” HONOR reaffirms its commitment to pushing beyond traditional boundaries of the device industry, developing an ecosystem that makes AI a more integrated part of daily life—enabling humans and technology to work together more intelligently and efficiently.
