New HONOR logo. Handout
MANILA — Tech giant HONOR announced Wednesday a major brand transformation, pivoting from a traditional smartphone maker into an "AI device ecosystem company."
The company said the transition follows robust global sales growth in the first quarter of 2026.
Overseas revenue accounted for more than half of its business, while the firm maintained its position among the top two global foldable smartphone manufacturers.
Key to the shift is an aggressive emphasis on artificial intelligence integration. This new roadmap is highlighted by the upcoming debut of its "Robot Phone" category, the generational leap of its proprietary "Agentic OS," and its "AiMAGE" computational photography system created in partnership with cinema optics firm ARRI.
"HONOR is no longer being defined — it is defining; no longer following the wind — it is becoming the wind," the company said in a statement released in Manila.
Beyond hardware breakthroughs, HONOR noted it is actively repositioning its brand character to align with youth culture through designer toy co-branding and lifestyle event partnerships, reinforcing its "Dare to be" philosophy as it moves into an open, interconnected AI future.