HONOR Unveils “Dare to Be” Strategy to Build AI-Powered Device Ecosystem
HONOR has unveiled its new global brand strategy, “Dare to Be,” marking a shift beyond its traditional focus on smartphones toward a broader ecosystem of AI-powered devices, robotics, next-generation software and connected experiences. The strategy was presented at LEAP 2026 in Riyadh as part of the company’s ambition to reshape how hardware, software and artificial intelligence work together around users’ needs.
HONOR Sets Out a New Vision Beyond Smartphones
The company described the strategy as a new phase in its technological development, bringing together its products, technologies, partnerships and future ambitions under a unified approach centered on more intelligent, connected and seamless user experiences.
At the heart of the transformation is the “ALPHA PLAN: From Vision to Reality,” which outlines HONOR’s vision for an open and interconnected ecosystem of AI-powered devices extending beyond smartphones to include robotics, software and connected technologies.
Under the “Dare to Be” identity, HONOR aims to move beyond the traditional smartphone-company model and develop new forms of intelligent devices and experiences designed to interact more naturally with users and their surrounding environments.
HONOR Robot Phone Leads the New Product Direction
The HONOR Robot Phone is among the products representing the company’s new direction. The device combines embodied artificial intelligence with an integrated robotic camera system capable of movement, responding to users and interacting with the surrounding environment.
The concept represents a different approach to smartphones, with artificial intelligence positioned not simply as a collection of features and functions, but as an integral part of how the device operates and interacts with its user.
HONOR is also continuing to expand its ecosystem across smartphones, computers, tablets, wearables and other smart devices, with the aim of creating connected experiences across its product portfolio.
“ALPHA PLAN” Puts AI at the Center of HONOR’s Ecosystem
The “ALPHA PLAN: From Vision to Reality” serves as the strategic foundation for HONOR’s transformation. It sets out the company’s ambition to build an open ecosystem of AI-powered devices that brings together smart hardware, robotics and next-generation software.
At the center of this vision is Agentic OS, which HONOR describes as a new step in the evolution of its software. The system is designed to better understand users’ needs, assist with complex tasks, make interactions with technology more natural and proactive, and connect experiences across different devices.
At LEAP 2026, HONOR demonstrated practical applications of this approach through connected experiences spanning smartphones, computers, tablets, wearables and other devices, illustrating how its AI ecosystem is moving from concept toward real-world use.
AI-Powered Imaging Becomes a Key Innovation Area
Imaging is another major pillar of HONOR’s new innovation roadmap through its AiMAGE platform, which the company is using to advance computational photography with artificial intelligence.
The platform combines on-device and cloud-based AI capabilities to deliver more advanced imaging experiences, while HONOR is also strengthening its capabilities through specialized partnerships.
One of its prominent collaborations is with ARRI, the global company specializing in professional filmmaking and imaging technologies. The partnership brings together ARRI’s expertise in image science and processing with HONOR’s capabilities in artificial intelligence, computational photography and hardware engineering.
The collaboration aims to bring professional cinematic imaging technologies closer to smartphone users and provide more advanced photography experiences for everyday use.
HONOR Reports 35% Growth in the Middle East
HONOR enters its new phase with strong momentum in the Middle East. According to the latest data from Omdia, HONOR’s smartphone shipments in the region increased by 35% during the first half of 2026, making it the region’s second-largest smartphone brand.
The growth came as overall smartphone shipments across the region declined by 13%, highlighting HONOR’s expanding presence as well as the strength of its product portfolio and investments in innovation, sales and distribution channels, and strategic partnerships.
The company aims to use this momentum as a foundation for further growth beyond smartphones, expanding into artificial intelligence, robotics, imaging and connected devices.
With the launch of “Dare to Be,” HONOR is positioning itself to move beyond the traditional boundaries of the device industry and develop an ecosystem in which artificial intelligence becomes more deeply integrated into everyday life, enabling people and technology to work together in smarter and more efficient ways.