Huawei, the Chinese tech giant, has recently made a series of moves that suggest the company is preparing to launch a new product line under the “Pura” brand. According to reports, Huawei has applied to register multiple Pura-related trademarks, including “PuraPad,” “Pura Drive,” “Pura Key,” “Pura Watch,” “PuraView,” “Pura Ultra,” and “Pura Wear.” .

Pura brands covering a wide range of products

The international classification of these trademarks includes transport instruments, scientific instruments, jewelry and watches. This shows that Huawei plans to expand the Pura brand beyond smartphones. This suggests that Huawei may be looking to build Pura into a complete sub-brand-like product ecosystem with a diverse range of offerings.

Potential Pura OS and independent product system

Interestingly, Huawei has also trademarked “PuraOS”, which is currently awaiting substantive review. This raises the possibility that Huawei is developing an independent operating system specifically for the Pura product line, potentially based on the Hongmeng revision, to differentiate it from other Huawei models.

Transition from P series to Pura series

Huawei’s move from the P series to the Pura series marks a significant shift in branding and focus for its premium smartphone lineup. The Pura series, formerly known as the P series, was officially launched on April 15, 2024 with the introduction of the Huawei Pura 70 as the flagship model. This marks the end of the 12-year P series and the beginning of a new era for Huawei’s flagship devices. This rebranding initiative follows Huawei’s commitment to improving user experience and product offerings through significant investment in research and development.

The Pura series inherits the legacy of the P series, known for its innovative design language and state-of-the-art camera capabilities. Huawei CEO Yu Chengdong emphasized the Pura series’ dedication to maintaining the aesthetic appeal and imaging excellence that characterized its predecessor. The move from the P series to the Pura series marks a strategic move by Huawei to redefine its flagship smartphone lineup by focusing on modern aesthetic design and advanced photography features.

Huawei Pura 70 Ultra

With the launch of the Pura 70, Huawei introduced a range that includes the Pura 70, Pura 70 Pro, Pura 70 Pro+ and Pura 70 Ultra models, demonstrating its commitment to offering a diverse range of high-end smartphones under the new brand. This transition highlights Huawei’s continued evolution in the smartphone market, emphasizing a blend of style, creativity and technological innovation in its devices.

Localization of smartphone production

Interestingly, a recent teardown report of the Pura 70 series revealed that more than 90% of the key components in the smartphones, except for the top-end A cigar 70 Ultra are from Chinese brands. This shows that Huawei is making significant progress towards achieving 100% in-house manufacturing for its smartphone production, a move that industry experts believe is an “inevitable outcome” for the company going forward.

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Strong demand and limited supply

The Pura 70 series has reportedly sparked a buying frenzy since its launch, with all major sales channels sold out and the aftermarket selling the phones at inflated prices. This strong demand and limited supply further underscores Huawei’s technological prowess and the growing self-sufficiency of China’s smartphone industry.

Huawei Pura 70 series

Although there are many trademark applications for the Pura series, it only has one official device. This is the Huawei Pura 70 series. The Huawei Pura 70 series is Huawei’s latest flagship smartphone range, comprising four models: Pura 70, Pura 70 Pro, Pura 70 Pro+ and the flagship Pura 70 Ultra.

Huawei Pura 70 Ultra

The Pura 70 Ultra is the standout model that boasts an impressive array of camera features. It has a 50MP 1-inch main camera sensor, a 40MP ultra-wide lens and a 50MP telephoto macro camera. The highlight is the retractable main camera system, which can be unfolded and retracted seamlessly.

Apart from the camera, the Pura 70 Ultra is powered by Huawei’s new Kirin 9010 chipset. It also comes with 16GB of RAM and up to 1TB of storage. It has a large 6.8-inch OLED display with a resolution of 2844 x 1260 pixels, 120Hz adaptive refresh rate and 1440Hz high-frequency PWM dimming. The display is protected by Huawei’s second-generation Kunlun glass. The phone packs a 5200mAh battery with support for 100W wired, 80W wireless and 20W reverse wireless charging. The degree of resistance to water and dust is also IP68.

The other Pura 70 models share many of the same features, albeit with some lower versions. The Pura 70 and Pura 70 Pro use the previous generation Kirin 9000S chipset. They have smaller batteries and less powerful charging capabilities.

The Pura 70 series was first launched in China. However, Huawei has already made the Pura 70, Pura 70 Pro and Pura 70 Ultra available globally. As for the Huawei Pura 70 Pro+, it remains a China-only model. Global versions run Android with Huawei’s EMUI overlay instead of the company’s own HarmonyOS.


Huawei’s recent trademark filings show that the company has plans to expand the Pura series into an ecosystem. It could even grow into a sub-brand like Honor. The Pura series will launch new product lines that will go beyond ordinary smartphones. The Pura brand could encompass a diverse range of products, including tablets, wearables and potentially even a standalone operating system. Details are yet to be officially announced. However, Huawei’s move suggests that the company is positioning itself for a new future. Its products are likely to be more self-contained and tailored to the needs of the Chinese market. As the Pura series takes shape, it will be interesting to see how Huawei’s strategy develops. Beyond that, we’ll wait and see how it affects the broader smartphone and consumer electronics landscape.

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After Huawei PuraOS, Pura Pad, Pura Watch and more trademarks appear online