Huawei wants to be the next Apple

Company hopes high-end P9 will put it on an even footing with the world's largest device makers

Huawei wants its consumer devices to compete with the likes of Samsung and Apple on the global stage.

Speaking at the company's annual analyst conference in Shenzhen, rotating CEO Eric Xu said Hauwei intends to "leverage its technical expertise to build a premium, high end brand [of smartphones]."

"We are committed to building an ecosystem with customers at the centre to build our reputation and loved brand," he said.

Xu's comments come less than one week after the launch of the Huawei P9 smartphone, a device that is intended to penetrate the premium market and which the company compared directly with the iPhone 6s Plus.

Advertisement - Article continues below
Advertisement - Article continues below

In February, at MWC, Richard Yu, the CEO of Huawei's Consumer Business Group, was reported as saying the company wanted to become the biggest smartphone vendor in the world, leapfrogging Apple and Samsung, within two-to-three years.

However, during a Q&A session at this week's conference, Xu clarified that Yu's comments referred to the Chinese market alone, claiming his colleague had been misquoted.

However, Xu added: "Having said that, it's definitely a firm strategic choice we have made to put Huawei device as a high-end device across the world. Up until today, China has not produced a high-end brand yet, therefore one can see that's a target we're reaching and in the next five-to-ten years we can possibly [overtake Samsung and Apple], but we are not sure whether that can be achieved."

Huawei Analyst Conference is taking place in Shenzhen from 11 to 12 April. IT Pro's Senior Writer, Jane McCallion, will be reporting live across both days of the conference.

Featured Resources

Transform the operator experience with enhanced automation & analytics

Bring networking into the digital era

Download now

Artificially intelligent data centres

How the C-Suite is embracing continuous change to drive value

Download now

Deliver secure automated multicloud for containers with Red Hat and Juniper

Learn how to get started with the multicloud enabler from Red Hat and Juniper

Download now

Get the best out of your workforce

7 steps to unleashing their true potential with robotic process automation

Download now



Huawei’s ‘five-year plan’ to address UK security fears

7 Feb 2019

Huawei P30 review: Too good to ban

26 Jul 2019

Decision on Huawei's UK presence faces further delays

23 Jul 2019

Huawei Mate 20 X (5G) Hands-on review

17 May 2019

Most Popular


Patch issued for critical Windows bug

11 Dec 2019
Microsoft Azure

Microsoft, not Amazon, is going to win the cloud wars

30 Nov 2019
Microsoft Windows

This exploit could give users free Windows 7 updates beyond 2020

9 Dec 2019
big data

Google reveals UK’s most searched for terms in 2019

11 Dec 2019