Huawei has confirmed it will host a flagship launch event themed “Now is Your Moment” in Kuala Lumpur, Malaysia, on July 14. At the event, the company will introduce the Pura 90 series smartphones to international markets for the first time.

The Pura 90 lineup was originally unveiled in China earlier this year, with three models: the standard Pura 90, the Pura 90 Pro, and the Pura 90 Pro Max. Prices in China started at 4,699 yuan (~$690).

What can you expect?

The standard Pura 90 comes with a 6.84-inch 1.5K flat display and a 6,500mAh battery, packed into a slim 6.9mm frame weighing 203 grams. 

The Pura 90 Pro steps up the camera game with a 6.6-inch display, a 50MP main sensor with a variable aperture ranging from f/1.4 to f/4.0, a 12.5MP ultra-wide camera, and a 50MP periscope telephoto lens offering 4x optical zoom.

At the top, the Pura 90 Pro Max offers a larger 6.9-inch display and a more advanced camera setup with a 50MP main sensor, a 40MP ultra-wide camera, and a 200MP periscope telephoto lens supporting 4x optical zoom and up to 8x optical-quality zoom. Huawei has said this telephoto system captures far more light than rival flagships, thanks to a specially designed prism structure.

Both Pro models run on the new Kirin 9030S chipset, which brings notable gains in AI-based image processing, along with a 6,000mAh battery and Kunlun glass protection for better durability. Both models also carry a 4x optical zoom and up to 100x digital zoom for the top camera, along with a 13MP front-facing camera. The phones run on HarmonyOS 6.1, with a range of AI-powered photography tools built in.

While Huawei hasn’t revealed global pricing yet, more details are expected to be shared at the July 14 event in Kuala Lumpur.

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Alongside the wide, book-style Pura X Max, Huawei also unveiled its more conventional flagships, the Pura 90 Pro and Pura 90 Pro Max today. The latter is the top-of-the-line model this generation, as there will be no Ultra variant. 

Starting with the display, the Huawei Pura 90 Pro features a 6.6-inch display, while the Pro Max stretches that to 6.9 inches. Both have a single punch-hole cutout.

Huawei is still trying to make things visually distinct. The Pro Max adopts what it calls an “emotional color aesthetic,” which has an industry-first dual-color gradient metal frame and a glowing borderless theme. It comes in Orange Ocean, Emerald Lake, Sunset Purple, Dawn Gold, and Obsidian Black.

The standard Pro tones things down slightly with Pink Guava, Orange Soda, Coconut White, and Mulberry Black.

Cameras

As for the camera, the Pura 90 Pro Max leads with a 50MP RYYB main sensor (1/1.28-inch) with OIS, paired with LOFIC tech and a variable aperture ranging from f/1.4 to f/4.0. Huawei claims it offers up to 16 times greater dynamic range than the iPhone 17 Pro Max, alongside significantly improved highlight and shadow detail.

It’s backed by a 40MP RYYB ultra-wide camera and a 200MP RYYB periscope telephoto (also 1/1.28-inch), offering 4x optical zoom and up to 8x “optical-quality” zoom. Huawei says the telephoto system pulls in up to five times more light than the iPhone 17 Pro Max, thanks in part to what it calls an industry-first three-in-one super concentrating prism. It is also rated for CIPA 7.0 stabilization.

The standard Pura 90 Pro dials things back slightly but keeps the same core philosophy. It uses a 50MP RYYB main sensor (1/1.28-inch) with OIS and the same variable aperture setup (f/1.4–f/4.0), paired with a 12.5MP RYYB ultra-wide (13mm) and a 50MP periscope telephoto with 4x optical zoom and up to 8x optical-quality zoom.

Both phones fall under Huawei’s XMAGE branding and have a Red Maplee multispectral lens. The two also have features like 3D dynamic photos, portrait enhancements, and AI-assisted shooting tools.

Kirin 9030S and AI everywhere

Unlike the Kirin 9030 Pro on the Pura X Max foldable, both devices have the Kirin 9030S processor. The company claims a 200 percent improvement in NPU image understanding, along with gains in AI ISP color processing, telephoto video clarity, and stabilization accuracy.

On the software side, both phones run HarmonyOS 6.1. And AI is a major part of the pitch. Such features include AI pose recommendations, AI-assisted composition, portrait retouching, and one-click photo creation. The Xiaoyi assistant also gets upgrades like real-time pointing recognition and voiceprint detection.

The Pro Max also has Huawei’s Kunlun glass protection, which the company says reduces reflections by 70 percent while significantly improving scratch resistance (up to 16 times) and drop resistance (up to 25 percent).

There’s also support for long-distance voice enhancement, extending usable voice pickup up to 10 meters.

Price and availability

The Pura 90 Pro starts at 5,499 yuan for the 12GB + 256GB model, while the higher-tier (16GB + 1TB) model costs 7,499 yuan. The Pura 90 Pro Max starts at 6,499 yuan and tops out at 8,499 yuan for the 16GB + 1TB model.

Pura 90 Pro

Pura 90 Pro Max

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Huawei today confirmed that its next-generation Pura series will debut on April 20 in China, where the company will unveil the Pura 90 Pro and Pura 90 Pro Max. Pre-reservations for both devices kick off today at 12:08 PM China time, according to Huawei’s official Weibo account.

In the lead-up to the launch, Huawei has already shown off the design of two phones, and, to its credit, it’s not playing things too safe.

Both models feature a gradient finish across all of their color options, except black and white. This isn’t the first time Huawei has used gradients on its phone colors. The P20 and P30 series also experimented with similar finishes across select colorways. 

Around the back, there’s a rounded triangular camera module, paired with flat sides that give the phones a more structured, almost industrial look.

The teasers confirm that both the Pro and Pro Max share this overall design language, though the silhouette doesn’t stray too far from last year’s Pura 80 lineup.

Huawei Pura 90 Series Specifications (Expected)

On the hardware side, the Pura 90 Pro and Pro Max are both expected to use either the Kirin 9030 or the Kirin 9030 Pro processor. The phones will likely run HarmonyOS 6.1 out of the box.

Huawei may also bring its HyperSpace Memory technology to the series. Previously introduced on the Mate 80 Pro Max, it focuses on improving memory efficiency, allowing a 16GB RAM configuration to deliver an experience closer to 20GB through compression.

As expected, cameras remain a major focus for the Pura lineup. The Pura 90 series is rumored to feature a second-generation Maple Imaging System, along with a large 200-megapixel periscope telephoto lens.

`We should learn more about the new phones in the lead-up to launch.

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Huawei could be preparing a camera upgrade for its upcoming Huawei Pura 90 Pro models. A new leak suggests the company is testing LOFIC technology for telephoto cameras, which could improve image quality in both bright and low-light conditions.

The information comes from tipster Smart Pikachu, who said two major Chinese smartphone brands are testing LOFIC for telephoto lenses. While no names were confirmed, the hints in the post pointed to Huawei’s Pura 90 lineup.

LOFIC, or lateral overflow integration capacitor, is a sensor design that helps the camera manage light more effectively. Instead of letting extra light overwhelm the sensor, it temporarily stores the excess and uses it in a controlled way. This helps keep bright parts of an image from losing detail.

When shooting in darker scenes, the sensor shifts its focus to capturing even very small amounts of light more efficiently. This helps produce clearer images with less grain, especially when zooming in with a telephoto lens.

If Huawei adds this to its telephoto camera, it could improve long-distance shots, especially in difficult lighting. Other expected details of the Pura 90 series include a 6.58-inch display on the standard model and a larger 6.87-inch flat display on higher-end versions. The base model may use the Kirin 9020 chip, while the Pro version could use the Kirin 9030. The Ultra model is expected to run on the Kirin 9030 Pro.

Huawei is likely to launch the Pura 90 series in the first half of the year, following its usual release timeline.

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(via: HuaweiCentral)

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