HONOR has confirmed its presence at Mobile World Congress (MWC) 2025, with a keynote scheduled for Sunday, 2 March in Barcelona. The brand has teased a major announcement — the unveiling of the “HONOR ALPHA PLAN”, a strategic initiative that remains largely undefined. Alongside this, HONOR is expected to showcase its latest AI innovations and AI-enabled products.
But what exactly is the HONOR ALPHA PLAN? For now, details are scarce. HONOR describes it as a commitment to “pioneering spirit, peak performance, and core strength” — phrases that sound ambitious but don’t provide concrete insight into the company’s direction. In the competitive AI landscape, buzzwords alone aren’t enough.
A true AI vision or just more AI hype?
HONOR has been steadily pushing into AI-driven technology, particularly in its smartphone lineup and ecosystem. However, the market is now filled with brands making similar claims about AI-powered devices, from on-device AI processing to personalised AI assistants. The key question is: what sets HONOR’s approach apart?
If the ALPHA PLAN is simply an expansion of existing AI capabilities—smarter cameras, improved AI assistants, or enhanced UI experiences — it may struggle to stand out. However, if HONOR introduces a genuinely new AI-driven innovation — such as an open ecosystem for AI collaboration, advanced edge computing, or AI-enhanced hardware that changes user interactions — then it could mark a real shift.
Where HONOR stands in the AI race
HONOR’s biggest competitors, including Samsung, Apple, and Google, are all investing heavily in AI. Samsung’s Galaxy AI and Google’s Gemini-powered features are setting benchmarks for AI-driven smartphone experiences. Even Huawei, HONOR’s former parent company, has been making strides in AI computing and device intelligence. If HONOR wants to stay relevant, it needs more than just an AI rebrand — it needs tangible AI breakthroughs.
What to watch at MWC 2025
Given HONOR’s track record, we can expect new AI-powered smartphones, possibly featuring on-device AI enhancements, smarter user interfaces, and longer-lasting AI-optimised battery life. There’s also a chance we’ll see HONOR expanding beyond smartphones into AI-driven wearables, laptops, or smart home devices.
The real test will be whether the HONOR ALPHA PLAN delivers something innovative or just repackages existing AI trends under a new name. MWC 2025 will provide the answers and I’ll be there to share them with you.