Huawei is setting the stage for a dramatic showdown with Apple by scheduling its own product launch event just hours after Apple’s highly anticipated iPhone 16 reveal. The Chinese tech giant is aiming to steal the spotlight from its U.S. rival, creating buzz and fueling speculation about what innovative products it has in store.
Huawei announced that its event will take place on September 10 at 2:30 p.m. Beijing time, which translates to late evening on September 9 on the U.S. West Coast—the same day Apple is expected to unveil its new iPhone lineup under the tagline "It’s Glowtime." While Apple’s event will capture global attention, Huawei’s timing seems calculated to grab headlines and shift the focus back to its own offerings.
Although Huawei has yet to disclose specific details about what will be unveiled, Richard Yu, who leads Huawei’s consumer and automotive technology group, has teased that the company is ready to introduce a “leading, innovative, and disruptive” product. Yu’s cryptic statement, which was shared on Chinese social media platform Weibo, hints at a breakthrough that has been five years in the making, promising to bring science fiction into reality with a product others have only dreamed of creating.
Once a dominant player in the global smartphone market, Huawei’s rise was stunted by U.S. sanctions that severely limited its access to advanced semiconductors. However, the company has been quietly rebuilding its smartphone business, surprising industry insiders and policymakers alike. Last year, Huawei launched a new phone featuring a surprisingly advanced chip, and this year, it introduced yet another smartphone that has stirred excitement among tech enthusiasts.
Huawei’s resurgence poses a significant challenge to Apple, particularly in China, where the iPhone maker has seen a decline in its market share. According to research firm Canalys, Apple fell out of the top five smartphone vendors in China during the second quarter of this year. Meanwhile, Huawei saw a remarkable 41% year-on-year increase in smartphone shipments, marking the fastest growth among the top five brands in the country.
As the battle for dominance in the smartphone market heats up, Huawei’s upcoming launch could be a pivotal moment in its efforts to reclaim its former glory. With Apple and Huawei going head-to-head, the tech world will be watching closely to see which company will capture the hearts and wallets of consumers.
