HONOR is repositioning itself from a smartphone manufacturer into an AI device ecosystem company, expanding its focus beyond phones as artificial intelligence (AI) becomes more deeply integrated into consumer devices.
The company said the shift reflects its push to develop devices and software that work together, rather than treating the smartphone as a standalone product. Its strategy includes on-device AI, an Agentic OS, and new device categories such as the “Robot Phone.”
The rebranding comes as HONOR reports continued growth in a challenging smartphone market. In the first quarter of 2026, the company recorded 25% year-on-year growth, which it described as the only positive growth among Chinese brands during the period. More than half of its revenue came from overseas markets, while its foldable smartphones ranked among the global top 2.
HONOR said its AI strategy is already being applied across several areas. These include AiMAGE, which the company describes as the industry’s first end-cloud collaborative computational photography system, as well as its partnership with ARRI on mobile imaging.
The company is also moving beyond conventional smartphones. Its “Robot Phone” concept represents what HONOR calls a new device category, while its Agentic OS is intended to move beyond traditional operating systems toward more AI-driven interactions.
For consumers, the strategy could mean a wider range of connected devices that use AI to work together, rather than separate products with isolated functions. For HONOR, it represents an attempt to compete in a bigger market as smartphone growth becomes harder to sustain.
The company is also reshaping its brand to appeal to younger consumers through partnerships with global events and designer-toy brands, making itself more than a technology hardware company.
HONOR said the brand renewal covers its technology, industry, ecosystem, and overall identity, while retaining its “Dare to be” philosophy.
The company said it aims to work with partners and consumers to develop what it describes as an open, shared AI device ecosystem.