While all P40 models feature a 50-megapixel main camera, the number of cameras and zoom capabilities vary. You get three cameras on the P40, four on the P40 Pro and five on the P40 Pro+. 

But if 1,399 euros (US$1,540) is too much for you to pay for a phone, you can go with the 799 euro (US$880) P40 that has three cameras. It includes a 16-megapixel ultra-wide camera and an 8-megapixel telephoto camera with a 3x optical zoom. An upgrade to the 999 euro (US$1,100) P40 Pro gets you a 12-megapixel telephoto camera with a 5x zoom and a ToF sensor.

More camera tricks

Samsung was the first to offer 100x zoom in a phone, but Huawei thinks it can do it better. The feature combines optical and digital zoom, but it’s only available on the P40 Pro+.

But all P40 models will let users try out AI tricks that Huawei calls  Golden Snap. Similar to the Google Pixel’s Top Shot, Golden Snap picks out the best photo from a batch of similar shots. It also includes some other neat tricks, like removing pesky photobombers from your images and erasing reflections.

A new AI assistant

Joining the likes of Siri, Alexa, Cortana, Bixby and Google Assistant is Huawei’s own Celia. Does the world need another digital assistant? Huawei did after losing access to Google’s. 

Celia currently recognizes English and some other languages for the European markets it will be hitting. It’s also integrated with AI image recognition, so you can do things like ask her to count the calories in your meal by pointing your camera at it.

Curves and other design goodies

Huawei put a lot of attention on the P40’s curved edges and overflow display. But designs still differ among the three models. While all of them have extra thin bezels, the P40’s are slightly bigger than the other two.

The screen uses a 90Hz OLED display and includes an in-display fingerprint sensor that Huawei says unlocks the phone 30% faster. The silver and blush gold editions also use a new shiny, fingerprint-resistant finish on the back.

Huawei’s new emphasis on design is also spreading into fashion. The company introduced the Huawei Watch 2 GT with a battery it claims lasts for two weeks and new models of its smart eyewear designed by Korean glasses brand Gentle Monster.

Still no Google apps

Even if you’re as impressed with the P40’s photo capabilities as Huawei hopes, you still have to deal with the complete absence of Google apps and services.

To replace Google, the company has been working on its own Huawei Mobile Services (HMS) and slowly populating its AppGallery store. But users outside of China might still find it hard to get the apps they want and make them work.

But is replacing Google apps enough? Analysts think it’s unlikely. Despite some impressive features, P40 buyers could wind up using the phones just to capture their Kodak moments.