HONOR, a global leader when it comes to smart devices, has brought a number of innovations to the IFA Berlin 2024 industrial exhibition.
HONOR is constantly adapting its offers to consumers’ changing requirements.
“HONOR stays close to consumers and understands the challenges they face,” said HONOR CEO George Zhao.
It is explained that the brand uses AI to empower hardware, offering innovations such as AI Defocus and AI Motion Sensing Capture and Harcourt Mode on the HONOR Magic V3 – the thinnest foldable smartphone.
Features such as Face to Face translation and AI eraser, developed incorporating Google Cloud AI, provide enhanced performance for daily use.
The brand is dedicated to unlocking creative potential while prioritising user privacy through human-centric design philosophy.
The HONOR MagicBook Art 14 features a modular camera that is detachable and magnetic, enhancing privacy and versatility, empowering users to customise their set-ups and allowing them to pursue their creative projects.
Said Zhao: “The MagicBook Art 14 is the perfect choice for both productivity and entertainment... This makes it suitable for students and professionals who need a durable yet portable device for their daily task.”
In terms of market expansion, Zhao emphasised that, as a brand, their focus is on AI and innovation. As one of the first companies to integrate AI into smartphones back in 2016, it laid the groundwork for AI-reconstructed operating systems with the initial Magic series.
“We propose a four-layer AI architecture, combining on-device and cloud AI experiences to empower users. With foldable smartphones, we continue to break our own records through pioneering technology.”
During his keynote presentation on Friday, titled “The Convergence of AI and ARM: Shaping Tomorrow’s PCs”, three groundbreaking mobile AI Solutions – AI PC powered by Snapdragon X Elite platforms, AI Agent and AI Deepfake Detection – were unveiled.
In a panel discussion with the group general manager of MCX at Qualcomm Technologies, Alex Katouzian, and vice-president of Device Partner Sales at Microsoft, Mark Linton, they explored the convergence of AI and Snapdragon technology, discussing how these innovations are shaping the future of mobile AI.
Said Zhao: “When it comes to mobile computing, AI is not just a buzzword, it's a revolution. At HONOR, we’re committed to working with our partners to deliver powerful AI capabilities and seamless connectivity, while protecting our users’ privacy. Through open collaboration with industry leaders, we’re creating devices that empower individuals and redefine what’s possible.”
Katouzian added that at Qualcomm Technologies, they believed the NPU (Neural Processing Unit) is the key to unlocking the true potential of AI in PCs.
“The Snapdragon X Elite with its industry-leading NPU performance empowers AI PCs like the HONOR MagicBook Art 14 to deliver next-generation AI experiences. Not only will users see a significant boost in capabilities, but the NPU’s efficiency also translates to longer battery life, allowing users to stay productive for extended periods,” Katouzian said.
Earlier in the day, during a media interview with the general manager of HONOR Technologies Africa, Fred Zhou, he revealed that the HONOR MagicBook Art 14 and Magic V3 would be available in the first quarter of next year “as the exact launch date is yet to be decided”.
However, he added that “HONOR would launch the MagicBook X 16 in South Africa in November and the HONOR Pad 9 and HONOR Pad x8a in October and November for the high-end and entry-level markets respectively”.
With the price of the Magic V3 at €1 999 (R39 557) in the European market, Zhou said the final price for South Africa had not been finalised.
He concluded that for the handset or smartphone industries, foldable was the future. He seemed confident that the brand would be able to undercut its main competition in the foldable market.
“Moving forward, our main priority is to focus on foldable and AI... so we focus on these two to make something different,” he said.