Honor has introduced its new brand strategy, Dare to Be, signalling a pivot from a smartphone-focused business to a comprehensive AI device ecosystem. Key initiatives include the Alpha Plan, the Agentic OS for proactive software interaction, and a robotic smartphone developed in collaboration with imaging experts ARRI.
The strategy brings HONOR’s technology, portfolio, partnerships and long-term ambitions under one unified brand direction, reflecting the company’s growing focus on how devices, services and AI can work together to deliver more intelligent, connected and human-centric experiences.
HONOR is developing technology designed to work alongside people, helping make everyday experiences more intelligent, connected and intuitive.
A New Brand for a New HONOR
HONOR’s transformation is the result of years of continued innovation and growth across technology and industry. The company is now moving beyond the traditional smartphone category to explore new forms of intelligent devices and experiences.
The HONOR Robot Phone is one of the clearest examples of this transformation. Combining embodied AI with a fully integrated robotic camera system, the Robot Phone represents a new generation of intelligent devices that can move, respond and interact with users and their surroundings.
The device demonstrates HONOR’s ambition to move AI beyond individual features and into the core of how devices operate and interact with people.
At the same time, HONOR is expanding its ecosystem across smartphones, PCs, tablets, wearables and other intelligent devices, creating more connected experiences across its portfolio.
ALPHA PLAN: From Vision to Reality
The strategic foundation for HONOR’s transformation is the ALPHA PLAN, showcased at LEAP 2026 in Riyadh under the theme “Alpha Plan: From Vision to Reality.”
The ALPHA PLAN sets out HONOR’s ambition to build an open and connected AI device ecosystem, bringing together intelligent hardware, robotics and next-generation software.
A key part of this vision is Agentic OS, which represents HONOR’s next step in software. Designed to better understand user intent and support more complex tasks, Agentic OS aims to make interactions with technology more natural and proactive, while connecting experiences across devices.
At LEAP, HONOR brought this vision to life through connected scenarios spanning smartphones, PCs, tablets, wearables and other intelligent devices, demonstrating how its AI ecosystem is moving from vision to reality.
Technology, Portfolio and Partnerships Bring the Strategy to Life
HONOR’s technology roadmap provides some of the clearest proof points of this transition.
Agentic OS marks a shift towards software that can better understand user intent and coordinate more complex actions.
The HONOR Robot Phone brings that idea into the physical world, combining embodied AI with a robotic camera system that can move, respond and interact more naturally with users.
Imaging is another key area of innovation. Through AiMAGE, HONOR is advancing AI-powered mobile photography while strengthening its capabilities through specialist partnerships.
One example is HONOR’s collaboration with ARRI, one of the world’s most respected names in professional filmmaking, whose cameras, lenses and imaging technologies are widely used across major film and television productions, including at the 2026 Cannes Film Festival.
By combining ARRI Image Science with HONOR’s AI, computational imaging and device engineering, the partnership brings professional cinematic expertise closer to everyday mobile users and supports HONOR’s ambition to make sophisticated visual storytelling more accessible.
Technology and Partnerships Power the Transformation
HONOR’s new brand direction is supported by a growing portfolio of technological breakthroughs and strategic partnerships.
Through AiMAGE, HONOR is advancing mobile imaging through its end-cloud collaborative computational photography system, combining AI capabilities across devices and the cloud to deliver more advanced imaging experiences.
HONOR is also working with ARRI, one of the world’s leading names in professional filmmaking and imaging. By combining ARRI Image Science with HONOR’s AI, computational imaging and device engineering capabilities, the partnership is bringing professional imaging expertise closer to mobile users and supporting a new era of cinematic storytelling on smartphones.
Together, these developments demonstrate how HONOR is expanding its capabilities beyond the traditional smartphone and exploring new opportunities across AI, robotics, imaging and connected devices.
Strong Momentum Supports HONOR’s Next Chapter
HONOR enters this new brand era with strong momentum across the Middle East, demonstrating the strength of its business as it expands beyond smartphones.
According to the latest Omdia Middle East report, HONOR grew 35% in H1 2026, becoming the Middle East’s second-largest smartphone brand and the only leading brand to achieve growth during a period when regional smartphone shipments declined by 13%.
This performance reflects the growing strength of HONOR’s brand, product portfolio and market presence, supported by continued investment in innovation, retail, distribution and strategic partnerships. It also provides a strong foundation for HONOR’s next phase of growth as it expands from smartphones into a broader AI device ecosystem.
Through “Dare to Be,” HONOR is reaffirming its ambition to challenge convention, push the boundaries of technology and create new experiences where humans and AI can achieve more together.
