Huawei launched its new Pura 80 Series in Dubai last week, turning a global stage into a catwalk for smartphones with couture-level design and some serious camera hardware.
It’s the Chinese tech giant’s biggest push yet to reclaim its slice of the global smartphone market. And it’s doing it with glass, glamour, and giga zoom.
Huawei Pura Series launch
Huawei’s event landed just a day after Samsung’s Galaxy Unpacked, where the rival brand showed off its latest foldables and AI tricks.
According to Andreas Zimmer, head of product at Huawei’s consumer business group, the Pura series “stands at the intersection of high-end imaging and high fashion.”
Cameras, colours, and couture
The new Pura 80 Ultra and Pura 80 Pro aren’t shy about what they’re here to do: look good and shoot better.
The Ultra model comes stacked with a dual telephoto system: two optical zoom cameras in one component that offer up to 100x digital magnification.
Think cinematic portraits, 10x optical zoom, and 48MP macro shots from as close as 5cm.
The Pro variant features Huawei’s Ultra Lighting HDR sensor, which handles three image exposures in a single take.
This means clearer images in tricky lighting, sharper video, and rich detail without pro gear.
More than just a pretty face
The new models run on Huawei’s EMUI 15 system, with AI tools like hands-free smart gestures, two-way noise cancellation, and gaze detection for screen privacy.
Design-wise? Expect glass backs in multiple finishes, upgraded durability, and a nod to the fashion crowd.
If you want your tech to match your drip, this lineup’s got options.
Tablets too, if you’re into that
Huawei also dropped the new MatePad 11.5” PaperMatte edition. It’s aimed at productivity users and includes eye-comfort tech that tones down glare.
The tablet features a 2.5K FullView Display with PaperMatte technology. It is designed to offer enhanced eye comfort and usability.
That glow? That’s the new #HUAWEIMatePad 11.5 making its entrance. pic.twitter.com/Z2aPDqE8Bl
— Huawei Mobile (@HuaweiMobile) July 11, 2025
Measuring 6.1 mm, the slim body houses a 10,100 mAh battery and supports the HUAWEI M-Pencil (3rd generation) with magnetic wireless charging.
Pricing
Prices start at €1,099 for the Pro and €1,499 for the Ultra. The standard Pura 80 is “coming soon”—but no word yet on the exact date. The MatePad starts from €289.
South African pricing for the Pura 80 series smartphones and MatePad 11.5 will be announced in due course.
The Pura 80 Pro and Ultra will be available locally in black, gold, and red. The lineup will be available in South Africa from 7 August 2025.
With the smartphone market heating up again (especially in high-end segments) Huawei is betting big on design, camera muscle, and a curated luxury experience.
Will it work? That’s the €1,499 question.
