Huawei adds on-phone AI capability to high-end Mate smartphones squarely aimed at Apple

Chinese smartphone brand Huawei has unveiled its high-end flagship handset – the Mate 10 series – which incorporates advanced technologies including artificial intelligence (AI) with the goal of further eroding top-end smartphone markets controlled by Apple’s iPhones, but still at aggressive prices.

In Munich, Germany on Monday, Huawei’s mobile chief Yu Chengdong said the three successors to its Mate 9 series – the Mate 10, Mate 10 Pro and a special Porsche Design edition – are the first devices powered by Huawei’s self-made Kirin 970 processor that delivers AI enhancements for a faster and more customised user experience.

“As we enter the age of intelligence, AI is no longer a virtual concept but something that intertwines with our daily life. AI can enhance user experience, provide valuable services and improve product performance,” Yu said.

Official prices of the Mate 10 and Mate 10 Pro are €699 (US$826) and €799 in Europe, compared with starting prices of €799 and €909 for Apple’s latest iPhone 8 and iPhone 8 Plus in Germany. But Huawei’s Porsche Design Mate 10 carries a price tag of €€1,395, even higher than Apple X’s starting price of €€1,149 in the country.

Huawei did not announce official pricing for the Mate 10 series in its home market, but as normal practice Huawei handsets are sold a bit cheaper on the Chinese mainland than in European countries.