Honor CEO Li Jian: Robot Phone marks the beginning of the Alpha strategy, and Magic9 will deliver significant capability breakthroughs

"A company cannot become great without facing challenges and setbacks." After the global launch of the Honor Robot Phone, Honor CEO Li Jian, together with the management team, shared the challenges and opportunities the company faces, along with the story behind the development of the world's first robotic phone. Rising memory prices and intense competition in the smartphone market are two major hurdles Honor must overcome. At the same time, opportunities lie in the progress the company has made in technology, industry, and ecosystem development since its strategic adjustment. The Honor Robot Phone is a testament to this progress. It is a landmark achievement in exploring next-generation AI terminals since the introduction of the Honor Alpha strategy, showcasing a refreshed Honor to the world. Li Jian also previewed that the Magic9, set to be released on September 28, will further push boundaries in imaging capabilities and AI experience, bringing the innovative features of the Robot Phone to a broader consumer market.

Robot Phone faced internal skepticism but overcame numerous obstacles

In reality, the initial proposal for the Robot Phone was not well-received internally. Li Jian admitted that when the idea was first raised, there was strong opposition within the company. Integrating a gimbal into a phone presented practical challenges, including reliability, dust and drop resistance, and the limited internal space of the device. Moreover, fitting a professional-grade gimbal into a compact body measuring 9.59mm thick and weighing 248g was an incredibly difficult task. The turning point came during an imaging conference, where tech enthusiasts expressed great excitement and support for the bold idea. Subsequently, numerous tech creators and directors from both domestic and international markets joined the effort, offering extensive feedback. Li Jian summarized the process as "co-creation and shared vision." However, co-creation alone could not solve the engineering challenges. Honor's product line president, Fang Fei, recalled that the ID design and structural design alone underwent over a dozen iterations, consuming nearly a year of effort. A critical issue emerged shortly before the launch when it was discovered that the flip motor could only last for one year. The team developed 18 material solutions within a week, coordinating with R&D, procurement, supply chain, and delivery teams for urgent testing and modifications, ultimately extending the motor's lifespan to five years. "There are a thousand reasons to step back, but moving forward boils down to one word: courage," Li Jian said. He emphasized that a tech company without the courage to explore, innovate, and break boundaries is meaningless. This is the essence of the brand proposition Honor unveiled in July: "Dare to Think, Dare to Be Different." This innovation is now gaining positive momentum, with pre-orders for the Honor Robot Phone exceeding 400,000 units. Li Jian also shared a detail: after the press conference, a renowned director requested 14 priority purchase codes for the Robot Phone, an entrepreneur who loves photography asked for 10, and someone overseas wanted 20 units. "The joy that innovation brings is something worth celebrating," he said. Guided by the Honor Alpha strategy, Li Jian revealed that Honor will continue to explore new AI terminal forms and products based on the Robot Phone. He predicts that within the next two to three years, a boom in AI terminal devices will inevitably arrive.

Magic9 will integrate advanced AI and imaging capabilities to drive the value of AI terminals

The launch of the Robot Phone comes at a challenging time for the smartphone industry. According to IDC's Global Quarterly Mobile Phone Tracker, global smartphone shipments in the second quarter of 2026 reached 277.5 million units, a year-on-year decline of 6.7%. This marks the second consecutive quarter of decline. Despite this "storm," Honor has delivered an impressive performance. In the first half of this year, Honor's global sales grew by 9% and revenue increased by 11%, making it the fastest-growing Android manufacturer with strong profitability. The international market was particularly outstanding, with overseas sales rising by 20% and revenue by 26%. In Europe, the growth rate exceeded 60% in the first half, with AIoT and all-scenario products growing by 98%. The Robot Phone, born against this backdrop, embodies Honor's courage to break through despite adversity. While the Robot Phone appears as a sudden breakthrough, within Honor, it is not a one-off innovation. In March 2025, Honor unveiled the Alpha strategy at MWC, planning to invest over $10 billion over five years in three phases to transform into a global AI terminal ecosystem company. A year and a half later, the results of the Alpha strategy are coming to fruition. Li Jian summarized that progress is evident in technology, with significant improvements in AI capabilities, imaging, and design; in the industry, new sectors and growth curves are emerging, represented by robots; and in the ecosystem, YOYO has nearly 300 million phone users, and global IoT devices exceed 30 million units. Honor has preliminarily built the prototype of an AI ecosystem terminal company. Li Jian emphasized that the Robot Phone is a starting point, not an endpoint. It represents Honor's determination to break conventions and explore the future of AI terminals. The true bridge to the mass market is the Magic9 series, set to launch on September 28. "Magic9 will redefine the Magic series," Li Jian said. According to reports, the Magic9 will fully inherit the AI and imaging capabilities of the Robot Phone, including a smarter YOYO and a more powerful Alai imaging system, delivering a comprehensive experience. From the robot to the Robot Phone and then to the Magic9, it is clear that Honor has moved beyond the traditional single-dimensional thinking of terminal manufacturers. The company is committed to maintaining its core smartphone business while leading the charge in next-generation AI terminals. "Honor must pursue a path of youthfulness and high-end positioning," Li Jian stressed. With the spirit of "Dare to Think, Dare to Be Different," Honor is steadily advancing, and its high-end journey is destined to succeed.