Huawei has unveiled its new Pura 80 Series alongside the MatePad 11.5, marking another strategic move to reinforce its presence in both mobile imaging and productivity devices. The announcement also highlighted Huawei’s continued investment in creative communities through the XMAGE Awards 2025 and its upcoming showcase at Paris Photo later this year.
The HUAWEI Pura 80 Series, consisting of the Pura 80 Pro and Pura 80 Ultra, aims to set a new benchmark in smartphone photography. Both models are equipped with a 1-inch Ultra Lighting HDR camera, promising detailed images with precise color calibration thanks to the Ultra Chroma Camera. The Pura 80 Ultra further introduces a Switchable Dual Telephoto Camera, which combines a large sensor with dual telephoto lenses to enhance versatility in distance shooting – a feature likely to appeal to photographers seeking compact yet capable gear. Design remains a focal point, with Huawei blending eastern and western aesthetics in its glazed texture finishes, creating a look that is distinctly premium without relying on flamboyant design gimmicks.
Alongside its flagship phones, Huawei introduced the MatePad 11.5, targeting students and professionals looking for a balanced tablet experience. Featuring an 11.5-inch FullView Display with 2.5K resolution and PaperMatte technology, it is built for comfortable prolonged viewing. Its slim 6.1 mm profile houses a substantial 10,100 mAh battery, and it comes equipped with the third-generation M-Pencil offering magnetic wireless charging. Huawei is positioning the MatePad 11.5 as a versatile device that blends productivity with creativity, bundling upgraded apps such as Huawei Notes and GoPaint to support digital note-taking and illustration.
The company also confirmed details for the XMAGE Awards 2025, which opened for submissions last month. Now in its eighth year, XMAGE Awards has grown into one of the largest global smartphone photography competitions. The 2025 edition introduces new categories such as Experimental Lab and Storyboard, alongside the inaugural XMAGE 100 format. Entries will be judged not only on technical proficiency but also emotional impact, relevance, and artistic expression – an approach reflecting Huawei’s continued focus on photography as both a technological and cultural endeavour.
Huawei will conclude this year’s competition at the Grand Palais in Paris during Paris Photo 2025. The event, titled “The World, You and Me,” is expected to celebrate mobile creativity on a global stage, strengthening Huawei’s brand image as a supporter of digital artistry beyond simple device launches.
While Huawei continues to face market restrictions in some regions, its strategy remains focused on positioning devices as lifestyle tools blending high-end hardware with user-centric design. The combination of the Pura 80 Series’ imaging capabilities, the productivity focus of the MatePad 11.5, and the XMAGE Awards’ artistic emphasis underlines the company’s broader narrative: expanding its ecosystem not just through hardware specifications but by nurturing content creation and cultural relevance.
