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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Huawei is rounding out its latest flagship Pura 90 lineup with the launch of the standard Pura 90. It sits below the Pro and Pro Max in the lineup, but still brings a surprisingly aggressive mix of camera hardware, battery life, and design.

At a glance, the Pura 90 shares the same rounded triangular (or “guitar pick”) camera module seen across the lineup, but the execution is noticeably different.

Instead of the symmetrical triple-camera layout on the Pro Max, the standard Pura 90 goes for an asymmetrical design. It has one large circular camera paired with smaller surrounding sensors. The design makes the base model visually different from the part. 

On the front, you get a 6.8-inch display with a centered pill-shaped punch-hole cutout. Huawei Pura 90 Pro series, in comparison, has a single punch-hole design.

Camera and Battery

Even as the “entry” model in the lineup, Huawei isn’t holding back much on imaging.

The Pura 90 features a 50MP RYYB main camera with OIS and an f/1.8 aperture, paired with a 12.5MP RYYB ultra-wide (f/2.2) and a 50MP periscope telephoto offering 3.7x optical zoom, also with OIS. Like the rest of the series, it includes Huawei’s Red Maple color system for improved color accuracy.

Up front, there’s a 50MP selfie camera, and interestingly, Huawei is adding a Red Maple color camera on the front as well, something that’s not available on the Pro and Pro Max variants.

The Pura 90 packs a 6,500mAh battery, which is actually larger than the 6,000mAh unit found in the Pro Max. It supports 100W fast charging.

Unlike the new Kirin 9030 series, the Pura 90 is powered by the Kirin 9010S processor. Still, Huawei says the performance is about 15 percent better than the previous generation. 

On the software side, the phone runs HarmonyOS 6.1, bringing the same AI-focused experience, visual refresh, and Xiaoyi assistant improvements seen across the rest of the Pura 90 series.

Despite the large battery, the Pura 90 comes in at just 7mm thick. 

Price and availability

The Huawei Pura 90 starts at 4,699 yuan for the 12GB + 256GB model. The 12GB + 512GB version is priced at 5,199 yuan, while the 16GB + 512GB variant comes in at 5,699 yuan.

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On April 20, Huawei will unveil the Pura X Max foldable alongside the Huawei Pura 90 series in China. Ahead of the launch, fresh leaks have surfaced, giving an early look at the Pura 90, 90 Pro and 90 Pro Max. These details outline key differences in design, battery and imaging hardware, setting expectations for Huawei’s next photography-focused flagships.

Huawei Pura 90 series key specs leaked

According to tipster Bald Panda, the standard Pura 90 will feature a 6.84-inch 1.5K flat display and a 6,500mAh battery, while maintaining a slim 6.9mm profile and a weight of 203 grams. The Pura 90 Pro is said to adopt a slightly smaller 6.59-inch 1.5K flat screen, paired with a 6,000mAh battery, with thickness increasing to 8.3mm and weight to 219 grams.

At the top end, the Pura 90 Pro Max could arrive with a larger 6.87-inch 1.5K display, a 6,000mAh battery, and a more substantial build measuring 8.5mm thick and weighing 232 grams. These differences suggest Huawei is balancing screen size, battery capacity and form factor across the lineup.

Additional details shared by Digital Chat Station indicate that the Pro and Pro Max models will bring notable camera enhancements. The Pura 90 Pro is expected to feature a 50-megapixel main camera with a large 1/1.28-inch sensor, a 40-megapixel ultra-wide lens, and a 50-megapixel periscope telephoto camera, along with a multispectral sensor.

The Pura 90 Pro Max could take things further with a similar main and ultra-wide setup, but replace the telephoto unit with a 200-megapixel periscope camera using a large sensor. Both models are tipped to include a new “9 series” chipset, around 6,000mAh batteries, IP68 rating, 2D face recognition, and durable Kunlun glass protection.

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Huawei is set to launch the Huawei Pura 90 series phones in China on April 20th. The company has so far revealed and opened pre-orders for only two models — Huawei Pura 90 Pro and Pura 90 Pro Max — in China. 

If last year’s lineup is anything to go by, you’d expect four models in total. But that might not be the case anymore.

According to tipster Fixed Focus Digital, Huawei is scrapping the Ultra model altogether this generation. That is to say, Huawei Pura 90 series will have the vanilla, Pro, and Pro Max versions.

More interestingly, this might not be a Huawei-only move.

Many smartphone brands may discontinue Ultra models

Another well-known leaker, Digital Chat Station, claims that several other smartphone brands are also hitting pause on their Ultra-tier devices. Instead, the companies could reshuffle their portfolios. 

The Pro Max that just sits below Ultra might inherit some of the imaging features that would have otherwise been reserved for the Ultra. Essentially, the Pro Max will replace the Ultra. 

The tipster notes that this is due to soaring memory prices. And in these circumstances, launching an Ultra model would push the retail price beyond 10,000 yuan (~ $1500), which is far above the typical pricing range for Ultra series devices.

The current surge in memory prices shows no signs of easing either. According to a report by Counterpoint Research, the supply gap in the memory market is unlikely to be resolved until at least the second half of 2027.

This means cost pressures will remain a persistent challenge for the smartphone industry for a considerable period. Combined with factors such as limited demand for Ultra models, many brands may opt to discontinue the Ultra line. 

For consumers, though, the implications are harder to ignore. The era of pushing top-tier specs at relatively aggressive prices may be winding down. And as brands recalibrate, the barrier to entry for true flagship experiences is only getting higher.

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